Ugaoo

STRATEGY
IDENTITY
BRANDING
PACKAGING
BRAND FILM

Ugaoo is India’s leading D2C urban gardening brand looking to make plants a meaningful and rewarding part of our lives.

From their magnificent farms to thoughtful plant-health innovations, Ugaoo has been growing & delivering beautiful plants, gardening supplies and accessories across India, increasing the community of urban plant parents one balcony, windowsill and work desk at a time!

We worked with founder Siddhant Bhalige and the Ugaoo team for a strategic re-branding exercise which included identifying a new brand purpose and narrative for the brand and translating it into a brand new identity, visual language, assets and brand film!

Ugaoo is India’s leading D2C urban gardening brand looking to make plants a meaningful and rewarding part of our lives.

From their magnificent farms to thoughtful plant-health innovations, Ugaoo has been growing & delivering beautiful plants, gardening supplies and accessories across India, increasing the community of urban plant parents one balcony, windowsill and work desk at a time!

We worked with founder Siddhant Bhalige and the Ugaoo team for a strategic re-branding exercise which included identifying a new brand purpose and narrative for the brand and translating it into a brand new identity, visual language, assets and brand film!

The launch campaign won the award for 'Best Re-Launch Campaign' at the ET Brand Equity Shark Awards 2022!

The launch campaign won the award for 'Best Re-Launch Campaign' at the
ET Brand Equity Shark Awards 2022!

UNDERSTANDING THE LANDSCAPE

We spoke to lots of plant parents - newbies, experts, dabblers, hobbyists to understand their relationship with plants.

Through experts and influencer interviews in the fields of home gardening, sustainability, plant care we understood movements and tipping points for urban gardening.
We carried out an extensive secondary culture research to understand more culture shifts as well as consumer and category codes from Indian and international markets.

We spoke to lots of plant parents - newbies, experts, dabblers, hobbyists to understand their relationship with plants.

Through experts and influencer interviews in the fields of home gardening, sustainability, plant care we understood movements and tipping points for urban gardening.
We carried out an extensive secondary culture research to understand more culture shifts as well as consumer and category codes from Indian and international markets.

TOD VISITS THE UGAOO FARM

BRAND STRATEGY WORKSHOP

BRAND STRATEGY WORKSHOP

EMERGING CULTURAL SHIFTS

Urban consumers across markets, especially millennials were already navigating worsening burnouts, lifestyle stresses and wondering how to escape the matrix of work, always-on connectivity and alienation.

The simultaneously terrifying and isolating nature of the pandemic coupled with geopolitical climate disasters (often all connected) further contributed to different experiences of burnout, a sense of being ‘done’ and an all-pervasive need to make lasting changes to one’s personal environment, health, habits and wellbeing.

Through our exploratory study we unpacked how these Megatrends are shaping culture individually as well as generationally, nudging people to not just “react” to stressors but actively create a life free from them, in many cases triggering them to change, evolve in ways they had never done before, with plants, growing and gardening playing a key role across each of them.

EMERGING CULTURAL SHIFTS

Urban consumers across markets, especially millennials were already navigating worsening burnouts, lifestyle stresses and wondering how to escape the matrix of work, always-on connectivity and alienation.

The simultaneously terrifying and isolating nature of the pandemic coupled with geopolitical climate disasters (often all connected) further contributed to different experiences of burnout, a sense of being ‘done’ and an all-pervasive need to make lasting changes to one’s personal environment, health, habits and wellbeing.

Urban consumers across markets, especially millennials were already navigating worsening burnouts, lifestyle stresses and wondering how to escape the matrix of work, always-on connectivity and alienation.

The simultaneously terrifying and isolating nature of the pandemic coupled with geopolitical climate disasters (often all connected) further contributed to different experiences of burnout, a sense of being ‘done’ and an all-pervasive need to make lasting changes to one’s personal environment, health, habits and wellbeing.

Through our exploratory study we unpacked how these Megatrends are shaping culture individually as well as generationally, nudging people to not just “react” to stressors but actively create a life free from them, in many cases triggering them to change, evolve in ways they had never done before, with plants, growing and gardening playing a key role across each of them.

OPENING THE CONSUMER WORLD

Green-starved urban millennials who often feel an absence of nature, and start a journey of ‘growing something’ at home with a spot of green.

They want to create bandwidth for their own needs, even if that means slowing down and being more selective of how they spend their time. They feel the need for a pause, plants offer that pause.

In a world that they perceive to be increasingly relentless, unforgiving and destructive, they prioritise their wellbeing and act mindfully to ensure their personal growth.

Green-starved urban millennials who often feel an absence of nature, and start a journey of ‘growing something’ at home with a spot of green.

They want to create bandwidth for their own needs, even if that means slowing down and being more selective of how they spend their time. They feel the need for a pause, plants offer that pause.

In a world that they perceive to be increasingly relentless, unforgiving and destructive, they prioritise their wellbeing and act mindfully to ensure their personal growth.

THE NEED FOR A PAUSE

THE NEED FOR PAUSE

People are looking to create big and small, life-changing choices and habits to safeguard their personal time, state of mind and happiness over the normalised pressures & pace of life that existed pre-pandemic.

People today are not just looking to manage time, they are looking to pause. Plants are a Pause.

People are looking to create big and small, life-changing choices and habits to safeguard their personal time, state of mind and happiness over the normalised pressures & pace of life that existed pre-pandemic.

People today are not just looking to manage time, they are looking to pause. Plants are a Pause.

THE SUSTAINABILITY STORY

People are learning and adopting more sustainable practices in their private lives. The bar is being pushed high by both consumers and influencers.

The perfect idea of sustainability is hard to attain but it’s a journey to be made. People appreciate support in facilitating the mindset.

People are learning and adopting more sustainable practices in their private lives. The bar is being pushed high by both consumers and influencers.

The perfect idea of sustainability is hard to attain but it’s a journey to be made. People appreciate support in facilitating the mindset.

THE POWER OF TRANSFORMATION AND GROWTH

Plants change people. They mature and see the big picture in life. People grow with their plants. Our category is about personal growth and life-enhancement.

EXPLORATION AND LEARNING

The lockdown triggered personal reflection and self-exploration in Indians to pursue new interests, encouraging a DIY culture in our homes.

“Doing things yourself” also became an in-road to sustainable practices

The lockdown triggered personal reflection and self-exploration in Indians to pursue new interests, encouraging a DIY culture in our homes.

“Doing things yourself” also became an in-road to sustainable practices

DECOR AND APPEARANCE

Plants create ‘energy spaces’ rather than just decor spaces. They are objects of care, not just pretty objects.

People are mindful of where they place their plants.

Plants create ‘energy spaces’ rather than just decor spaces. They are objects of care, not just pretty objects.

People are mindful of where they place their plants.

BRAND LOGO

We designed the logo to be a simple and clean representation of the joy of growing plants. Our logo reflects Ugaoo’s culture: friendly, inclusive, approachable and everything green.

The U in the logotype resembles a pot with a plant representing growth.

We designed the logo to be a simple and clean representation of the joy of growing plants. Our logo reflects Ugaoo’s culture: friendly, inclusive, approachable and everything green.

The U in the logotype resembles a pot with a plant representing growth.

ILLUSTRATIONS

Using vivid, childlike illustrations and scribbles, we bring alive the sense of movement, curiosity and innocent fun of spending time with plants. Freedom from having to be perfect, openness to explore will makes everyones plant journey smooth, easy and successful.

PACKAGING

Ugaoo prides itself in being the only D2C plant brand that ensures that its customers recieves its plants, not just sustainably, but also securely and efficiently. Their unique tube design allows for plants to be protected during rough transits, and also provide an excellent unboxing experience.

We also redesigned the packaging for their seeds, reiterating the brand story of enjoying the process of growing with the plants

Ugaoo prides itself in being the only D2C plant brand that ensures that its customers recieves its plants, not just sustainably, but also securely and efficiently. Their unique tube design allows for plants to be protected during rough transits, and also provide an excellent unboxing experience.

We also redesigned the packaging for their seeds, reiterating the brand story of enjoying the process of growing with the plants