good earth
brand strategy, brand identity
India’s most creative home and lifestyle store needed strategic direction to help propel it into a luxury lifestyle chain. rgd defined the brand promise of “plenty” and embraced the ideology of “more is more” for Good Earth. Helping scale a creative entrepreneurs vision into a series of eclectic lux experiences.
In 2004 Good Earth decided to re-invent itself and transform into a luxury lifestyle chain. Along with expanding its product range, scaling up operations, it also needed a strong brand vision and identity. Good Earth wanted to position itself as a veritable treasure trove, offering its customer a wide range of exclusive home products, each reflecting an aesthetic and design particular to the brand. Good Earth invited us to partner with them to realize this goal and increase their customer base.
Our first challenge was translating a creative entrepreneurs vision into a robust brand position, identifying an essence and personality, whilst rationalising all that Good Earth wanted to be. And then expressing it.
Our brand and design strategy sessions provided valuable insights. It was clear that in the case of Good Earth, the brand position needed to be inclusive and expansive. We developed the strategic concept of a ‘Good Earth Universe’, that clearly reflected the brand promise of ‘plenty’, and provided benchmarks for product curation.
We wove a visual narrative that would embrace the many aspects of the Good Earth experience under one brand mark and language. A language that could straddle a diverse, evolving product line but most importantly, also remain relevant, extendable and easily usable by their in-house design team. Catering to customers who wanted something out of the ordinary.
The brand unveiled its new identity and philosophy at the launch of its flagship store in Mumbai. The ideology of “more is more” was reflected in the store merchandise strategy and display. The Good Earth Universe was experienced as a whole, and in many parts - as the system unfolded to embrace different customer touch points.
The Mumbai flagship store was a huge success and became the template for all the Good Earth stores that followed. Good Earth has evolved from a boutique store in 2 cities, into a successful luxury retail chain with a pan India presence and stores in the international market, with its own distinctive brand identity, and an enviable roster of clients.
For Good Earth, the brand position needed to be both inclusive and expansive. We developed the strategic concept of a ‘Good Earth Universe’ with a set of changeable creative elements.
A visual narrative that would embrace the many aspects of the Good Earth experience under one brand mark and language was developed. A language that could straddle a diverse, evolving product line but most importantly, also remain relevant, extendable and easily usable by the in-house design team.
The ideology of “more is more” was reflected in the store merchandise strategy and display. The Good Earth Universe was experienced as a whole, and in many parts – as the system unfolded to embrace different customer touch points.
“We got in touch with rgd 10 years ago to help us re-brand Good Earth. What amazed us about this assignment was not only the wonderful end product that they came up with, but the entire interaction through the whole process. They got into the depth of everything and made the time to understand the psychology of the brand, the company, the market, and had some great insights that helped in creating the logo and branding that we all loved.
What sets rgd apart is the deep sense of ownership, their way of creating great dialogue and engagement, and thus a true understanding of the brand and the people behind the brand : This is what makes for a truly great partnership and excellent work.”
– Simran Lal, CEO, Good Earth
