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.
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