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PORTFOLIO
Muditha Zero Waste
Crafted a unique brand identity for the first Zero Waste online Supermarket in India.
BRIEF
Muditha Zero Waste, India’s first innovative online zero-waste supermarket, needed a comprehensive brand identity design to elevate their mission and attract a wider eco-conscious audience. The goals – Increase brand recognition, convey trustworthiness, align visuals with their sustainable ethos and attract a wider eco-conscious audience
DISCOVERY
Competitor analysis revealed a dominance of either overly ‘crunchy’ aesthetics or sterile, corporate styles. Muditha emphasized the need to educate customers without overwhelming them, and to feel approachable, not preachy. Research revealed that while motivated by sustainability, target customers also prioritized convenience and trust.
DEFINE
Brand Personality: Knowledgeable guide, practical, positive, and focused on building a zero-waste community.
Design Objectives: Uncluttered visuals, step-by-step guidance, and a sense of collective action rather than individual sacrifice.
Target Audience: 25-45-year-olds, urban dwellers, seeking to reduce their environmental impact without drastic lifestyle changes.
DESIGN
Logo: A minimal typographic logo with a circle symbolizing both natural materials and their cyclical reuse.
Website: Ample negative space, clear product categories, micro-animations illustrate ease of use, and highlight customer testimonials.
Visual Language: Soft, hand-drawn illustrations depict reusable items, infographics visualize the impact of simple swaps.
TYPOGRAPHY
Primary: Rounded sans-serif for legibility and warmth – ITC Avant Garde.
Secondary: Rounded Sans-serif (sparingly) for call-outs and personal stories – Gothic Std Demi.
COLORS
Thrive Green: Mid-tone representing both nature and dependability.
Harvest Gold: Conveys premium freshness and cleanliness.
Super Cream: For pops of optimism and energy.
PROBLEMS
Photography Constraints: Sourcing high-quality, on-brand images of diverse “zero-waste setups” in Indian homes proved difficult and expensive.
Shipping Logistics: Designing eco-friendly packaging options that ensured product safety during transit (especially for glass containers) required multiple iterations.
Content Bottleneck: Maintaining a steady stream of engaging blog posts and social content that felt fresh without being repetitive.
SOLUTIONS
Illustration Focus: Crafted a series of stylized illustrations depicting common household items and their zero-waste alternatives.
In House Packaging: Created sustainable packaging using recycled paper and reusable containers, balancing protection and minimal footprint.
User-Generated Content: Launched a social media campaign encouraging customers to share their #MudithaMoments (successes, creative product use, etc.) fostering authenticity and community building.
RESULTS
Website Traffic: 25% increase, exceeding initial goals.
Social Engagement: Shares of infographics and ‘success story’ posts up by 30%.
Conversion Rates: Improved by 10% due to clearer product descriptions.
TAKEAWAYS
Sustainability-focused design doesn’t mean sacrificing usability or visual appeal.
Zero-waste messaging is most effective when it empowers rather than shames.
Accessibility must be a priority, not an afterthought, for ethical design.
ThriveFinity Brought Our Vision for a Zero-Waste World to Life
Starting Muditha Zero Waste was a passion project, but turning it into a successful online store felt daunting. ThriveFinity was there every step of the way. Their eye-catching branding captured our ethos, the website was seamless to navigate, and their marketing amplified our message. They understood that we weren't just launching a business, we were launching a movement. When we need excellent design and user experience, we call ThriveFinity.
