pfi-web-redesign

ACKNOWLEDGEMENTS

I would like to acknowledge Prema Florence Isaac (Founder
and Creative Director) and Al Majumdar (Administrative
and Marketing Head), my industry mentors, under whose
guidance I completed my Graduation Project. I am thankful
for all the guidance and assistance provided by Vanita akka
at the atelier, and Sumathi akka at the boutique during the
course of my internship. I am also thankful to other fellow
interns - Agreya Gandhi (Fashion Communication, NIFT,
Gandhinagar), Vikas Chauhan (Fashion Communication, NIFT
Kharghar), and Shilpa (NID, Gandhinagar) - working alongside
whom I shaped this project.

I would like to express my sincere gratitude to MIT Institute
of Design, Pune for presenting us students with an
opportunity to have practical experience in the industry.

I am very grateful to Dr. Sugandha Gaur (Graphic Design
HOD), Prof. Rajendra Thakre (Graphic Design Faculty Mentor)
and Prof. Bipin Daftardar (UI/UX Mentor) for providing their
support and pedagogical guidance throughout.

Lastly, I would like to extend my love to my family members
and friends who have supported me emotionally throughout
the term of my internship.

INTRODUCTION Social media is one of the most stress-free and profitable
digital marketing platforms that can be used to increase your
The aim of this internship is to produce a Graduation Project business visibility. Instagram is one of the many social network
for the final semester of Graphic Design at MAEER’s MIT platforms which is driving massive amounts of traffic, and many
Institute of Design, Pune. are benefitting from it. Having set up an Instagram account
for the brand, I was involved in strategising and curating their
During the course of my internship at PremaFlorenceIsaac content for the same.
atelier, I worked with the marketing department towards
expanding the brand’s market and promotional strategy on Finally, my graduation project deals with the website redesign
different online platforms. for PremaFlorenceIsaac, formerly RangoliByPrema.

PremaFlorenceIsaac, based in Auroville, India, has a market With the new identity, the brand was also looking at making
not only in India, but also internationally. As the brand had no necessary improvements in their website. Being a part of the
e-commerce presence, targeting its overseas customer base team, I learned preliminary Ui/Ux design and coding under
had always been a crucial concern. While interning I worked my industry mentor. Further, I studied the subject deeper and
on setting up a shop for the brand on Etsy, which is an online have designed a new layout for their website.
market place with an international audience. The project was
successfully accomplished.

SECTION 1

The Brand and Brand Strategy
Part I

SECTION 2

The Brand and Brand Strategy
Part II

SECTION 3

The Brand and Brand Strategy
Part III

SECTION 4

Scope

SECTION 5

Etsy

SECTION 6

Instagram

SECTION 7

Website Redesign

SECTION 1

The Brand and
Brand Strategy
Part I

PREMA FLORENCE ISAAC

The Designer

Prema Florence Isaac, of French origin, has grown up in Auroville –
a spiritual community in India which draws cultural influence from
all over the world. Since her early years, Prema has been inspired
by her diverse surroundings which have reflected in her designs.
Her garments allow easy movement and fluidity, derived from her
passion for dancing.

While traveling to Bengal, Prema came in contact with the artisanal
Tangail communities. Their exquisite work struck a cord in her.
Drawn to the diaphanous, textured handloom fabrics, she founded
Rangoli in 1999, reintroduced as PremaFlorenceIsaac in 2018.
Tangail and Jamdani remain her signature fabrics.





AUROVILLE

The Inspiration

Auroville is a universal township located in coastal Tamil Nadu, backed
by the Indian Government. Fifty years old, it is an experimental
community founded by the spiritual leader Mirra Alfassa, better known
as The Mother. Auroville’s philosophy is to realise Human Unity in
Diversity. The community endorses the concept of sustainable living.
The foundation of Rangoli is built upon the principles and values of the
community.

Let beauty be your constant ideal.

Beauty of the soul,
beauty of feelings,
beauty of thoughts,
beauty of action,
beauty in work,

so that nothing comes out
of your hands that is not an
expression of pure and
harmonious beauty.

And the divine help will
always be with you.

- The Mother

TANGAIL, JAMDANI

The Craft

• TANGAIL– Tangail region near Dhaka, Bangladesh
• Age old custom of handloom fabrics – jacquard pit loom
• Previously known as “Begum Bahar”, the craft is now called

Tangail
• Extremely fine yarn – soft, comfortable
• Weaving style, color, design and length of Tangail sarees are

different from all other
• Exceptional feature – edges or “par”, made using jari silk
• JAMDANI – Dhaka district, Bangladesh
• Woven fabric in cotton, brocade handloom
• Finest muslin



VISION

Celebrating the beauty of ancient handloom traditions by
creating products for a contemporary lifestyle.

Adhereing to international standards, PremaFlorenceIsaac
manages its impact on the environment and any community
involved with its production.

Ensuring income and fair trade activity benefits those who create
the products.





MISSION

Reaching international markets and increasing the exposure
of the label.

Continuing to showcase the ecological benefits of improved
working facilities.

Creating a new cooperative that provides for the community.



CORE VALUES

We don’t compromise
- Respect: Acknowledging and valuing
- Joy: Anything that brings a smile and removes a frown
- Transparency: Open and willing to share
- Compassion: That extra amount of patience and
understanding, appealing to the better side
- Appreciation: Acknowledging and encouraging the good,
appealing to the better side
- Sense of pride and commitment: Acknowledging the
worth with humility, thoughtfulness before a decision and
perseverance after and being vigilant towards its growth.
- Living the values: Setting an example with consistency.

HOLY DAYS

Women’s Collection

Hand-woven simple cotton pieces suitable for any occasion. A summer-
’holyday’ fusion with Indian influenced western cuts, this line is all
about colors, sheer layers and light easy-to-wear garments. The pieces
fit and flow, accentuate, define, illuminate and release the feminine
spirit.





ANOTHER WAY

Women’s Collection

A collection for your fun, carefree spirit. Another Way brings
you relaxed day wear in edgy silhouettes and dramatic accents
for the night.



SUMMER DREAMS

Women’s Collection

Hand crafted with diaphanous tangail cotton, lusturous madka and
mysore silks, and a super luxurious sexy silk-spandex in black, ivory
and silver – this collection is fresh, fun and flirtacious.

HOLY DAYS REBOOT

Women’s Collection

The Holy Days collection is our original art wear. Crafted from limited
edition sarees created by the master artisans of the tangail weaving
communities in Bengal, each piece is one-of-a-kind, unique and
exclusive. This is our updated Holy Days look for 2016-17.





VAGABOND

Men’s Collection

A collection in a washed, hand-spun, hand-loomed khadi and P.F.I.
tangail - inspired by the travelers and mavericks of the world.

KIDINMI

Kid’s Collection

This extremely colorful collection exudes the playful vibrance that
surrounds our youngest customers.





ACCESSORIES

PremaFlorenceIsaac merchandise includes a wide range of one-
of-a-kind accessories, scarves of which are the best sellers.

FABRIC ART T-SHIRT

Unisex Collection

Hand crafted panels composed of precious tangail borders. Every panel
is one-of-a-kind, defining our eccentric customer base.



UNIQUE SELLING POINT

One-of-a-kind
Tangail, Jamdhani, Quality
Exclusive : Slow fashion, No repeats

HOW WE LOOK

Elegant, Eccentric, Unconventional

HOW WE SPEAK

Passionate, Sensual, Gentle

HOW WE ACT

Graceful, Uncompromising, Trend-setting

SECTION 2

The Brand and
Brand Strategy
Part II

BRAND CORE

BRAND CORE is the nexus on which the brand stands. It comes from
the space of a product of functional benefit.

Wearable art; taking from fading craft communities, adding to it, and
giving to the wider communities.

BRAND ESSENCE

BRAND ESSENCE is the single most compelling thing we can say
about the brand that differentiates it from competitor brands as
perceived by the consumer. The most powerful brand essences are
rooted in a fundamental consumer need.

Timeless fashion.

BRAND PERSONALITY AND ATTITUDE

Through Archetype

Developing a brand personality and attitude from the archetypes
that exist in nature. These archetypes are what determine the very
ethos of every brand.

There are 12 classic archetypes. These cover the spectrum,
from those that convey comfort to others to those that create
excitement. They are collectively-inherited unconscious ideas,
pattern of thoughts, images, etc., that are universally present in
individual psyches.

ANALYSING ARCHETYPES

The Creator

Goal : Create something with meaning and enduring value
Traits : Creative, imaginative, artistic, inventive, entrepreneur,
non-conformist
Drawback : Could be perfectionist or impractical
Marketing niche : Visionary, help customers express or create, and
foster their imagination
Example : Lego, Crayola

The Lover

Goal : Create intimacy, inspire love
Traits : Passionate, sensual, intimate, romantic, warm, committed,
idealistic
Drawback : Could be too selfless or not grounded enough
Marketing niche : Help people feel appreciated, belong, connect,
enjoy intimacy, build relationships
Example : Victoria’s Secret, Godiva Chocolate, Marie Claire

STRENGTH

Unique design language
Craft and craft promotion
Cheap labor

WEAKNESS

Weak marketing and advertising strategy
Lacking financial aids
Limited as an Auroville unit

OPPORTUNITY

Expansion by selling and marketing on different platforms

THREAT

Cheaper equivalent in the market

PERSONA STUDY: 1

Works:

Works at a bank and an artist

Earns:

15 lakhs per annum

Status:

Single and living with her mother

Aspirations:

To become a branch manager and earn to sustain her lifesyle.

Attitude:

Independent, Hard working, Social media savvy, Proud, Artistic

Brands Liked:

Fab India, Zara, Dior

Functional Needs:

High quality
Clean
Unique

Emotional Needs:

To be recognized and feel special

Summary: High Quality and to be recognized and feel special

PERSONA STUDY: 2

Works:

At a library and is a musician

Earns:

13-15 lakhs per annum

Status:

Single

Aspirations:

To be independent, travel the world and earn to sustain her lifesyle.

Attitude:

Hard working, Social media savvy, Proud, Artistic

Brands Liked:

Chanel, Dior, H&M

Functional Needs:

High quality
Distinctive

Emotional Needs:

To feel beautiful and elegant.

Summary: Distinctive and elegant

PERSONA STUDY: 3

Works:

In a travel agency and owns a cafe

Earns:

18 - 20 lakhs per annum

Status:

Married but often lives apart from family

Aspirations:

Earn lots of money to travel and retire.

Attitude:

Confident, High standards, Quite fussy, Driven

Brands Liked:

Versace, Good Earth

Functional Needs:

Good service and quality

Emotional Needs:

To feel different

Summary: High Standards and needs to feel different.

PERSONA STUDY: 4

Works:

A student and a social volunteer

Earns:

15 - 17 lakhs per annum (Family)

Status:

Single

Aspirations:

Earn lots of money and start a bakery

Attitude:

Confident, Hard working, Quite fussy, Driven

Brands Liked:

Diesel, H&M

Functional Needs:

Fun, different and good quality

Emotional Needs:

To feel confident and stand out

Summary: Fun and confident.

TARGET AUDIENCE

Demographics

• Upper class and upper middle class – high income groups
• Females and males aged between 25 and 65 years
• Females more likely to buy
• Kids with educated and high income earning parents

Geographic Location

• International markets - Western and European
• Elite and high earning Indians
• Urban dwellers

Psychographics

• Creatively driven, eccentric
• Passionate, artistic, adventurous
• Open to experimenting
• Unconventional attitude

Behaviors

• Values and appreciates arts and crafts
• Does not hesitate to spend when sees worth
• Progressive minded



COMPETITORS

PremaFlorenceIsaac is a fashion brand which only works with the
crafts of Tangail and Jamdani.

In the market, there are other brands who have used the crafts in
some of their collections. For example –
• Injiri works with hand-loom textiles for clothing and home. For

one of its collections - Asmaani, the brand worked with jamdani
textiles.
• Santanu Das’s brand Maku has also incorporated tangail and
jamdani textiles in its designs.
• Other such brands are Pero, Dosa, Rahul Mishra, Good Earth,
Weaver’s Studio, and more.

Some have different target markets, some have different price
points or some have a different design language altogether. None
of the brands seem to be direct competitors to PremaFlorenceIsaac.

Prema’s sense and style of design is very unique. Her use of the
crafts, colors and silhouettes put together is highly distinctive.

PERO