Author: Bhanvi
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NIRVA- The middle path in coffee
The middle path between burnout coffee and elitist craft.Accessible craft coffee for everyday Indian life. A brand strategy project exploring a new middle ground in India’s evolving coffee culture. As coffee shifts from instant convenience to experiential craft, the category has become increasingly polarised. NIRVA is imagined as an alternative for urban Indians seeking better…
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Indian Makeup Market: From Expression to Skin-First Beauty
Executive summary The Indian makeup and cosmetics market is entering a phase of structurally driven growth, underpinned by rising disposable incomes, rapid urbanization, and the increasing influence of millennial and Gen Z consumers. India’s makeup market is projected to grow from approximately USD 1.3 billion in FY2024 to over USD 2.3 billion by FY2032, while…
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Patagonia: A Narrative Brand Case Study on Activism, Anti-Growth, and the Culture of Responsibility
Patagonia is one of the rare brands that built a global movement by rejecting the logic of consumerism. In a world driven by constant growth, fast fashion, trend cycles, and newness obsession, Patagonia took a stance that felt radical. It told people not to buy their products unless necessary, donated its profits to the planet,…
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Lululemon: The Mindful Powerhouse Behind the Athleisure Revolution
Lululemon is often misunderstood as a premium yoga apparel brand, but the real story is far bigger. The brand didn’t grow by selling leggings or sports bras. It grew by selling a way of living a mindful, intentional, elevated approach to everyday movement. In an industry filled with high-intensity motivation, hustle energy, and competitive storytelling,…
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What makes Nike… NIKE?
The Core Question Nike is one of the few brands that doesn’t need to be explained. It is felt. A swoosh, a sentence, or the face of an athlete is enough to unlock emotions like ambition, discipline, resilience, defiance, belief. This case study explores the deepest strategic question: What makes Nike… NIKE? Why does a…
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Aēsop – Brand strategy & Identity case study
A study of how a pharmacy-like brand became a global symbol of intellectual luxury.
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Identity, Culture, and the Stories We Choose to Belong To
Identity has always been a slow construction. It grows through childhood memories, first friendships, private rituals, and the invisible forces of culture that shape how we see ourselves. Yet somewhere along the way, brands began to participate in this construction. Not by accident, but by intention. A brand is no longer just a product. It…
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The Quiet Psychology of Consumer Behaviour
We like to believe that our choices are deliberate. That we pick a brand because we’ve compared, reasoned, evaluated. Yet most decisions are quiet stories we tell ourselves without ever speaking them aloud. Consumer behaviour isn’t loud. It rarely announces itself. It moves in small, invisible shifts: a colour that feels familiar, a texture that…
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Blue Tokai: A Brand Strategy Deep Dive
Introduction — How Blue Tokai Rewired India’s Coffee Culture Before Blue Tokai, India’s relationship with coffee was simple and functional. Most consumers bought instant mixes, enjoyed classic South Indian filter coffee, or treated CCD and Starbucks as occasional lifestyle outings. Specialty coffee existed—but quietly, tucked away in small roasting units and hobbyist circles. Blue Tokai…