Case Studies

  • Expanding the Target Customer Base

    Expanding the Target Customer Base

    When a brand built for young women grew up to embrace older women too

    Situation — A home-accessories brand, popular with young women, had grown to multiple stores across cities. It now wanted to reach an older audience and increase revenue per customer, and had already begun evolving its merchandise.

    The challenge — Connecting with older women meant first knowing exactly who they were — and bringing them in without alienating a loyal existing base.

    The strategy — A series of exercises to identify, characterise, personify and define the new customer, alongside a tone of voice that reflected the brand’s evolution and growth.

  • Finding a Niche within a Niche

    Finding a Niche within a Niche

    Talking to Indian men about sexual health

    Situation — An innovative start-up offering sexual-health solutions, primarily to men, without the need to walk into a clinic.

    The challenge — Two barriers. First, persuading men to trust discreet consultation and treatment. Second, a deeper mindset: sexual performance is closely tied to masculinity — and, with it, personal shame.

    The strategy — Brand positioning and a story that worked on two levels: you are not alone, and seeking treatment makes life happier and more fulfilling — for you and your partner.

  • Shedding the Old Skin

    Shedding the Old Skin

    When a brand wanted to reinvent itself

    Situation — Having built a successful leather luggage, bags and goods business, the start-up wanted to become more lifestyle-oriented — prompted by customer requests for custom leather products beyond its range.

    The challenge — Two-fold: moving away from its image as a ‘ready-made leather bags’ start-up, and making the pivot to a ‘leather lifestyle’ brand that reflected both the organisation and its customers.

    The strategy — A deliberate decision to resist the pull of online and retail selling, and build a made-to-order, bespoke leather lifestyle brand. Popular lines were redesigned for customisation, reflecting the lifestyle and aspirations of the contemporary, global Indian.