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Dhoop

Dhoop is a family-run, home decor store, whose products are inspired by ethnic crafts of India. The brand had established a niche for itself, but was finding it difficult to grow as it lacked effective definition, there was very little communication of its values.

One of the tasks undertaken during Dhoop's rebranding was to retain its inherent warmth, while projecting a sense of professionalism, quality and refinement, needed for it to grow.

The minimalist approach of the design worked as a good counter to the often-used kitsch or luxury look of other Indian decor brands. As part of the strategy we created a product curation guide to help the product choices of the brand, in the future. This helped increase the ticket price of the products, in spite of the bias prevalent towards rurally produced Indian crafts.

Project Partners
Tina Nussirabad

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