Earth Ritual, a homegrown D2C brand offering bath, body, and home fragrances, founded by Rutuja Dandekar, sought to elevate itself into a premium brand.
In the highly competitive wellness sector, establishing a clear and distinct value proposition was crucial to set the brand apart. Additionally, the lack of a cohesive visual identity and brand personality made it challenging for Earth Ritual to stand out. We were tasked with upgrading the brand’s identity to a premium level, evoking sophistication and luxury.
Our goal was to create a comprehensive business and brand roadmap that would secure Earth Ritual’s position in the market and ensure long-term success.
We connected Earth Ritual’s products with rituals based on mood, transforming the brand from a simple fragrance line into something more meaningful. By aligning with mood-based rituals, we crafted a narrative around mindfulness, serenity, and rejuvenation.
The objective was to create a strong, memorable brand that resonates with the target audience, fostering a genuine connection and promoting conscious living through bath, body, and home fragrance rituals.
Define a clear and distinct value proposition that sets it apart in the highly competitive wellness category
Upgrade the brand’s identity to a premium level
Building a comprehensive business and brand roadmap to secure its market position and ensure long-term success
To differentiate the brand, we moved away from an ingredient- or efficacy-led approach. Instead, we focused on the growing trend of self-care, mental wellness, and slow living among premium, urban consumers.
Building on this insight, we positioned Earth Ritual as a facilitator of wellness and slowing down, connecting its products to mood-based rituals. The strategy outlined customer personas, brand personality, narrative, and communication guidelines.
Alongside creating a direct sales channel, we recommended niche marketplaces to increase brand awareness and encourage trials from consumers who favour slow-living brands. We developed marketing campaign concepts, executed across multiple digital and offline platforms. Additionally, we crafted a PR and influencer strategy that maximised the brand’s modest marketing budget.
Inspired by the serene beauty of nature, Earth Ritual’s brand identity is rooted in timeless aesthetics, designed to evoke dreamy experiences and warm, reassuring connections. Soft hues and ethereal textures convey a sense of calm, appealing to those seeking tranquillity amidst daily life’s chaos.
We translated Earth Ritual’s mission into minimalist yet luxurious packaging, featuring symbolic, mood-evoking elements. The design prioritised aesthetic harmony, utilising earthy tones and nature-inspired visuals to create a sense of calm and connection.
Classic design principles and understated sophistication shaped the logo, typography, and overall visual identity.
I’m thrilled to provide a glowing testimonial for The Better Collective. Radhika and her team developed our brand and marketing strategy, refreshed our brand identity, and created our premium packaging and e-commerce store. From the beginning, it was clear that this team was not only highly skilled and experienced in their field, but also incredibly passionate about helping our business succeed. When I first engaged with them, our goal was to introduce more categories and scale up the business. The TBC team worked closely with us to develop our differentiation and positioning in a way that resonated with our customers. I also benefited from the consulting sessions, which helped us better plan our business operations for an effective launch.
TBC’s creative partner—Bokaap Design—also provided invaluable guidance and design expertise on the packaging design and the e-commerce store, which helped us further differentiate our brand from competitors. The team was highly communicative, responsive, and collaborative and went above and beyond to ensure that we were satisfied with the final outcome.
Thank you for all of your hard work and dedication!
Rutuja Dandekar, Founder, Earth Ritual
Earth Ritual’s core concept of connecting the elements of nature to daily rituals and moods was carried through to its Shopify website. Serene visuals reinforced the brand’s identity online.
The website focused on providing a seamless user experience, allowing customers to engage with the brand and explore its offerings. Visual storytelling conveyed Earth Ritual’s journey, while intuitive navigation, integrated shipping, and payment functionalities ensured convenience. We also recommended informative blogs to enhance customer engagement, supported by established SEO techniques. Visit Earth Ritual’s website
Earth Ritual was a collaborative project between Bokaap Design and The Better Collective
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