Author: Bhanvi
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Baseline
Concept Sustainable change doesn’t happen in ideal conditions. It happens despite imperfect ones. Baseline is a behavioral wellness brand built on that premise — a system for mental and physical health designed specifically for disrupted, inconsistent, and imperfect conditions rather than ideal ones. This project was developed in response to a structural gap in India’s…
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Built for the Best-Case User: The Design Gap at the Heart of Indian Wellness
India’s wellness industry has a dropout problem it isn’t talking about honestly. 97 out of 100 people who download a wellness app have stopped using it within a month. The dominant explanation is that users lack discipline. This research argues something different: the platforms are designed for the wrong moment in the user’s journey.
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Mrinal Beauty
An India-engineered beauty brand built around undertone precision, climate-calibrated performance, and contemporary adornment — reimagining makeup through Indian skin realities rather than global beauty defaults.
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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
India’s makeup market is in the middle of a quiet but consequential shift. For decades, colour cosmetics in the country followed a familiar logic — coverage, transformation, and aspiration modelled largely on Western beauty standards. That logic is now being renegotiated by a generation of consumers who are more ingredient-aware, more culturally confident, and more…
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Why North India Hasn’t Taken to Coffee — And What It Would Take to Change ThatBrewing Change: India Coffee Market Research
MARKET RESEARCH · Consumer Behaviour, Brands & Culture
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Patagonia: The Brand That Told You Not to Buy It
In November 2011, Patagonia took out a full-page advertisement in the New York Times on Black Friday, one of the highest-spend retail days in the American calendar, with a single message printed over an image of their best-selling jacket: “Don’t Buy This Jacket.” The ad went on to describe the environmental cost of producing the…
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Aēsop – The Brand That Won By Doing Less
Aesop built its entire brand on the opposite premise and became one of the most studied identity systems in modern branding as a result. Understanding why it works requires looking not at what Aesop does, but at what it consistently refuses to do.
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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…