Muditha Zero Waste

Crafted a unique brand identity for the first Zero Waste online Supermarket in India.


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 trustworthinessalign visuals with their sustainable ethos and attract a wider eco-conscious audience


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.


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.


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.


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.


Thrive Green: Mid-tone representing both nature and dependability.

Harvest Gold: Conveys premium freshness and cleanliness.

Super Cream: For pops of optimism and energy.


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.


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. 


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.


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.

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