ADVETTA
For my final semester project I worked with a social enterprise ‘initiative’ – Mission Creative Million. The project focussed on organizing 200 tribal families of Dongria tribe in Phulbani district, Odisha, who worked on bamboo products for a living. The Mission’s endeavor was to assist this community to sell their ethnic products not only in the local bazaar but also to the urban market through a platform provided by IKEA.
The project is situated mainly within two domains – building sustainable livelihood and empowering the community.
Service
Creative Strategy - B.Des Dissertation
Client
IKEA
Year
2017
THE PEOPLE & THE GAP
The Dongria, whose name means "hill dwellers" in Oriya, traditionally reside in higher altitudes to meet their economic needs. While their subsistence economy was once rooted in foraging, hunting, and gathering, they now primarily rely on shifting cultivation.
KEY QUESTION
How can branding strategies be leveraged to establish a strong and appealing brand image for traditionally utilitarian bamboo products in urban markets, thereby creating sustainable livelihood opportunities for the community?
SOLUTION
This project aimed to develop a business design model for the community, integrating Product Design, Branding, and Visual Communication.
For niche products, building a strong brand identity is critical. To craft an effective brand strategy, I spent two weeks immersing myself in the community’s skills and work culture. This hands-on experience shaped my approach to conveying a complex, emotionally resonant message. Recognizing the need for social design intervention, I focused on creating a campaign to elevate traditionally utilitarian bamboo products. The campaign seeks to share the tribe’s stories, raise awareness about bamboo as a sustainable material among urban consumers, and establish a global brand presence for the community.
DESIGN INTENT
BRAND LOOKOUT
To connect artisanal practices with the urban market with the intentions of improving livelihood.
Branding the Community - Here the focus will be totalling on creating a brand image for the community. This would be based on their customs, traditions etc.
DIRECT DEMAND
Demand through value addition
COMMUNITIES THAT DEAL WITH BAMBOO
Most of North-East
West Bengal
Odisha
Chattisgarh
Karnataka
Kerala
CHALLENGES
Competition of Mechanzied Goods
Defective Marketing
Outdated Technique of Manufacturing
Branding the Material Itself - There is a lot of misconception regarding bamboo as a material. Working on the Brand Image of the material was a go-getter for me.
Branding of the outcome - The branding will be entirely shaped by the products developed by my group mates. My visual language and strategy will be directly influenced by the design and characteristics of their creations.
Lack of Finance
Non - Availability of Raw Material
Challenges faced by the Handicraft Industry
CUSTOMER VALUE CHAIN
GAINS
Ethnic & Local
Personalized Service
Employee Training
Product Knowledge
Electronic Order Transfer
Strategic Locations
Quality Checks
PAINS
Rights of Admission Reserved
Tax Inclusive Product
Value for money
Balance between Innovation & Technology
Immense Heritage
Broad Price Range
COMMUNITY VALUE CHAIN
GAINS
Training in language for staff/or anyone in direct contact with customer
Utilisation of existing skills (employees,small businesses)
Transport facility
for employees
Integrating small
businesses
Pop up stalls/infra rent
PAINS
Providing living quarters
Training in service and
hospitality and waste management
Eliminating out the middlemen
Low to medium investment
Plan to take care of loan interest
Flexible work time
BUSINESS MODEL CANVAS + STAKEHOLDER MAPPING + POWER INTEREST MAPPING
STRATEGY = CULTURE + SUSTAINABILITY + MAKE LOCAL
BRAND STRATEGY FOR ADVETTA
VISION STATEMENT
Inspired by the vibrant essence of Dongria tribe, the brand’s vision is to reimagine traditional crafts within a modern context, while preserving their utilitarian value.
MISSION STATEMENT
The brand’s mission is to bring ethically sourced bamboo and craftsmanship into mainstream lifestyles, fostering sustainability and authenticity. Every purchase empowers these communities, providing upliftment and a sense of ownership over their craft.
BRAND ESSENCE
The collections reflect a unique perspective, seamlessly combining inspired design, superior quality, and remarkable value. The brand is deeply committed to honoring the passion and craftsmanship of their artisans and designers, proudly showcasing their one-of-a-kind creations.
LOGO ITERATIONS
The logo draws inspiration from the tattoos and piercings worn by the women of the community. During the visit, it was discovered that many women lack traditional ornaments and instead use flowers or tattoos as symbols of adornment, particularly during weddings. Each tattoo holds a unique story, belief, or superstition, adding depth and cultural significance to their ornamentation.
FINAL LOGO - ADVETTA (Imperfect Creed Of Beauty)
The name and logo of "Advetta" reflect the simplicity and earthy essence of the community. It is a fusion of two key elements of the region's topography: the "A" symbolizes the mountains, representing the Dongria people, while the leaves signify the core vegetation of the area—bamboo.
COLOR PALATTE
Beyond the logo, color is a defining element of the brand identity. The colors were carefully chosen to represent the boldness and diversity of the community, each named to reflect its source of inspiration. Thoughtful use of color ensures that our materials consistently align with and reinforce Advetta’s cohesive visual identity and story.
BRAND MOCKUPS
