pfi-web-redesign

GOOD EARTH

GOOD EARTH

Redefining Luxury and Supporting Craft Economies, Sustainable Luxury.

GOOD EARTH

In January 2016, Good Earth celebrates 20 years of a design
aesthetic that is crafted by hand, inspired by nature, and enchanted
by history. Since opening in Mumbai in 1996, the last two decades
have seen Good Earth grow into a cult brand recognised for its
crafts-focused approach to luxury design and reviving the authentic
skills of the crafts communities of India.

Good Earth is everyday luxury defined by an intense connection
to nature, history, heritage and original design through an Indian
prism. As India’s leading design house, we are known for our
storytelling through surface design and sustaining the craft
traditions of our culture.

TARGET AUDIENCE:

Elegant and flamboyant. An individual that values and appreciates
cultural and traditional influences.

SIGNATURE: TRADITION/CULTURE STORY

Each year they create a design collection that tells the story of a
particular tradition or culture in a region across India and Asia.

PRICE RANGE:

Rs. 5000 - 30000

MAKU by SANTANU DAS

Slow Fashion, Sustainable, Paper-thin, wispy clothing, Indigo

MAKU TEXTILES

The brand has been designed to force its audience to look deep
into a narrow array of products, material and aesthetic. Maku’s
aesthetic pool is so silent and invisible, that it demands certain
interest and curiosity from its consumer.

TARGET AUDIENCE:

The Maku woman is someone who is defined by her choices which
are carefully designed. She exudes an old world charm but she
steps ahead of her times. She identifies with excellence but prefers
the subtlety of imperfections. Her aura is mystery and her eyes are
deep. Little that we know about her, intriges us to explore.

SIGNATURE: INDIGO

The most magical aspect of indigo is the extraordinary chemistry
involved in it. But it also depends on soil, temparature and handling.
It is almost like wine making. Thus the process of dyeing with indigo
is similar to cooking, knowledge which is imposible to document
with only words. Thus it demands all our senses to internalise the
craft and sustain the practice. This is also the path of philosophy
we follow at Maku. From fabric to silhouettes, we harness these
senses. We appreciate every imperfection and diversity that is
offered by our practice. We seek beauty and peace in every fold.

PRICE RANGE:

Rs. 3000 - 30000

INJIRI

Hand-loom textiles, Home and clothing

INJIRI

Injiri works with hand-loom textiles for clothing and home. The
label is entirely based on the idea of celebrating the process of
hand-woven and hand-crafted Indian textiles; the clothes are little
stories about the textiles they are made of, and are reflective of the
process that goes into making of their textiles.

TARGET AUDIENCE:

Injiri is someone who is a class apart with an inclination for cultural
beauty and an eye for detail.

SIGNATURE: SIMPLEST WORK

It is the simplest work - clothes of peasants, tribals and local
people that inspire us the most. Most vintage clothes like smocks
were made at home or by a local seamstress. In olden days making
clothes was a very slow process and allowed the maker to do each
piece at leisure - also woven material was a precious commodity
and it was used frugally. The “hand-made” quality is very evident
and all our products are inspired by that over and over again.

PRICE RANGE:
Rs. 1500 - 12000

PERO

Indian, Unique, Hand-crafted

PERO

‘péro’ means ‘to wear’ in Marwari, the local language of Rajasthan.
péro interprets international aesthetic using local material and skills,
taking inspiration from what surrounds us, to make a product that
connects with people, wherever in the world it is placed.

TARGET AUDIENCE:

The look is not about an age group or season, it is about a mindset,
a willingness to incorporate the effortless style of the locals.

SIGNATURE: INDIAN

The Indian-ness of péro rests in the textile process, where materials
pass through the hands of one craftsperson to the other, carrying
forward the Indian tradition of hand-crafting and creating pieces
that are at once unique.

SECTION 3

The Brand and
Brand Strategy
Part III

Silhouettes

Craft Tangail

Uncompromising

Textures Borders

Layers Foresighted Creative Feminine
Flowy
Artwear
HIgh-end
Color PREMA FLORENCE ISAAC Tropical
Sensual
Brainstorming

Eccentric Elegant Vibrant
Movement
Transparency

Playful Comfortable Quality
Jamdani Experimentative



PYSCHOLOGICAL MIND MAP

Comfortable Vibrant Eccentric Feminine
Experimentative Uncompromising
Elegant Playful Creative Sensual
One-Of-A-Kind



PHYSICAL MIND MAP

Merchandise – Clothes, footwear, bags, jewellery, scarves
Quality – Materials used are durable and of high quality

Social media presence – Facebook, Instagram
E-commerce – Etsy, Website
Atelier and boutique



LOOK AND FEEL

Free flowing, Tropical

TONE OF VOICE

Delicate, Sensual

DESIGN ROUTE: FLUIDITY

Flow, Delicate, Sensual

DESIGN ROUTE: WHITE

Blank Canvas, Free, Pure, Simplicity, Elegance, Removal of pre-conceived notions

DESIGN ROUTE: ETHNIC INSPIRED

Tangail, Jamdhani, Creative, Unique, Contemporary

SECTION 4

Scope

SCOPE: 1

E-Commerce : Etsy

• Market research and study
• Competitor study
• Photoshoots
• Illustrating, size chart
• Content writing
• Shop design

SCOPE: 2

Social media : Instagram

• Research and study
• Objectives and strategy
• Influencer, hashtags, captions
• Layout routes
• Curation

SCOPE: 3

Website redesign

• Heuristic evaluation
• Problem statement
• Reference website
• Card sorting
• Task analysis
• Information architecture
• Grids and margins
• Color palette
• Typography
• Screens and mock-ups

SECTION 5

Etsy

When you link your own brand with Etsy’s, you are tapping into all
of the branding work and business development the site has done
to gain customer’s trust and respect. Motivated niche customers
are already visiting Etsy in higher volumes than they do on any
other e-commerce site.

Market Research and Study

• Online market place for all things handmade, vintage, supplies
for arts and crafts

• You have got control over the pricing, shipment charges, where
you want to ship, made-to-order, production time

• $20 per listing; 5 photos per listing
• Upon sale of a listing you are charged 3.5% of the price(not

including the shipping)
• Listings stay upto four months; products can be re-listed
• At the bottom of the shop – listings(relisted date), views(resets

on re-listing), favourites/treasury(does not reset), sold items
page
• Jewellery and accessories; Clothing and shoes; Home and
living; Wedding and party; Toys and entertainment; Art and
collectibles; Craft supplies and tools; Vintage

Pointers for Shop

• Take multiple photos
• Show all angles
• Show items “in use” if possible
• Have a plain background
• Create a cohesive shop look
• Use natural light



COMPETITOR STUDY

GiaExquisiteIndian

• Indian designer wear
• Thiruvananthapuram, Kerela
• $50 – $450

TheARTtoBE

• Art wearables, boho, upcycled
• New Jersey, United States
• $45 – $125

BizzartUrBestiya

• Artwear
• Conneticut, United States
• $30 –$175





WHY ILLUSTRATION?

• To draw emphasis on the panel rather than the
t-shirt.

• The jersey t-shirt, onto which the
PremaFlorenceIsaac fabric art panel has been sewn,
is outsourced.

• Eventually the brand aims at selling the panel as a
product itself.

Bio-washed 100% Cotton T-Shirt│Unisex│Regular Fit│Crew Neck

BACK SHOULDER Size Chart in Centimeters

SIZE BACK SHOULDER CHEST LENGTH

CHEST S 35.5 - 38.1 96.5 - 99.1 66.1 - 68.5

LENGTH M 38.1 - 40.6 101.6 - 104.1 68.5 - 72.1

* PANEL L 40.6 - 43.1 106.6 - 109.2 72.1 - 73.2
XL 43.1 - 45.7 109.2 - 111.7 73.6 - 76.2

XXL 45.7 - 48.2 114.3 - 116.8 76.2 - 78.7

*Panel area varies with size of the t-shirt













SECTION 6

Instagram



INSTAGRAM

Research and Study

• Instagram is a social networking app made for sharing photos
and videos from a smartphone. Similar to Facebook or Twitter,
everyone who creates an Instagram account has a profile and a
news feed.

• Once the No 1 platform for photos of pretty sunsets, Instagram
has broadened its horizons.

• The platform has noticeably fleshed out in the last year,
introducing a “more immersive” shopping experience, direct
messaging, live video, albums (multiple images per post) and
“stories” (public-facing temporary feeds).

• Instagram launched publicly in October 2010 and has steadily
grown in membership since then. This platform is tried and
tested. It’s getting bigger and better and if growth is any
indication, it will be around for a long time to come.

• Instagram is already starting to be the new popular platform.
• Spontaneous photos of your employees or personal photos of

your life are a strong way to connect with your audience.
• The videos you upload play automatically in the feed! Your

audience will instantly see your video.
• Instagram offers promotional ads.
• It allows you to have a business profile and track you analytics.
• You can drive people to your website/blog – link in bio!



O ectives

• Campaigns
• Hashtags
• Increase brand awareness
• Demonstrate company culture
• Increase customer engagement and loyalty
• Showcase products and services
• Enhance and complement event experiences
• Incentivize customer engagement
• Share company and industry news
• Build a more engaged community
• Connect with influencers

Strategy

• Build content themes eg. Pantone; Sprout Social, Instagram Audit –
for handling content (paid)

• Videos, boomerangs, stop motion, hyperlapse, layouts
• Content calendar
• Maintain brand aesthetic
• Understand brand composition
• Social media style guide
• Backgrounds, white space balance, dominant color(s), subject
• Creative caption
• Hashtags
• Geolocations
• Social sharing across networks
• Bio and link
• Follow industry accounts and Instagram influencers
• Instagram stories





La out Design Route 1

Space it out

If you want to make sure people click on your account
after seeing a single photo in their feed, use the puzzle
piece method. Break up one photo into many individual
photos that will only form one, cohesive image when
combined on your profile. An app such as Instagrids lets
you do just that.

La out Design Route

Skip ‘full’ photos

Make each image worth your followers’ interest. “A
scrolling mood board is always chic, but each individual
image must stand on its own,” says Karen Robinovitz,
cofounder of influencer management agency Digital
Brand Architects.

This will also help to make the stories you tell across each
row more interesting.