ISHTI MODI
Ulta Pulta
Scope
This is an hypothetical upscale fashion & lifestyle brand that values the emotional and nostalgic attachment people have to their clothing. Instead of donation or disposal, the brand offers a playful alternative: transforming preloved clothes into unique fashion and furniture accessories.
Industry
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Branding & identity design
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Packaging design
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Social media design
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Fashion & apparel
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Home decor & furnishings
Brand Personality
Brand Essence
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Harmonious blend of sentimentality, creativity, and sustainability
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commitment to redefine fashion and home decor
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Emotional storytelling and eco-conscious choices
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Quirky Artisan
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A sense of fun and uniqueness into the upcycling process
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Dedication to quality
Urban middle class families and individuals
Target Audience
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Playful, injecting a sense of fun and lightness
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friendly and approachable manner
Tone of Voice
This design project was selected and displayed in the visual communication department's annual exhibition MODUS'23.
Conventional donation methods are not always viable, either due to emotional attachments or the high costings.
Building a process that is not only transparent but also comforting in preserving the memories attached to each piece.
Challenges
The fast fashion mindset where new and cheap items are constantly purchased, to valuing the transformation of existing pieces.
Upcycling sometimes carries a connotation of being low-quality.
Transforming used clothes requires skill and creativity to deliver high-quality, durable products.
What does Ulta-Pulta do
BEFORE
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Discarded Memories
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Forgotten Garments
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Piles of Clothes
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Weathered Fabrics
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Dormant Stories
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Neglected Wardrobes
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Vibrant Life
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Renewed Purpose
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Upcycled Creations
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Sustainable Fashion
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Creative Resurrection
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Quirky and Personalized
AFTER
Logo construction
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To capture the essence of transformation, playfulness, and the fusion of cultures that defines brand, the initial exploration delved into a variety of concepts, where English and Hindi letters seamlessly came together to create a visual symphony.
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The decision to focus on the fusion of the English letters U and P became the nucleus of the final wordmark logo.
Brand Identity
Primary color
#E2DAC7
Secondary color
#4F5B3F
Primary color
#333D29
Secondary color
#444F36
Secondary color
#D3C6AB
Secondary color
#D8CDB8
Logo mark:
Word mark:
Logo with tagline:
Combination Logo:
Brand pattern
Primary typeface for brand name & mark
Primary typeface for brand tagline
Regular
Regular
Social media design
The puns and metaphors are more than just wordplay; they're a conversation starter. They make people think and smile. That's the moment the message sinks in: Ulta Pulta isn't just about transforming things, it's about transforming mindsets.
Billboards
Brand expansion
Partner with local artists to create limited-edition collections, adding a unique touch to ULTA PULTA's offerings.
Expanding ULTA PULTA into a physical store can enhance the brand's visibility, offer a hands-on experience, and strengthen its connection with the community.
Partner with businesses for sustainable corporate gifting solutions, where old corporate uniforms or promotional clothing are transformed into unique gifts.