Ulta Pulta

Scope

Industry

Brand & identity design
Marketing campaign

Fashion & apparel
Home decor & furnishings

Have you ever felt guilty about discarding old clothes, knowing they could have a second life?

Why not give them a new lease on life!

What led to upside-down vision?

Indian families have a habit of piling up clothes and not wear them frequently enough. And later they are just kept somewhere in the house.

messy-interior-full-clothing (2)-min_edited.jpg

messy-interior-full-clothing (1)-min_edited.jpg

The constant pressure to keep up with fashion trends results in clothes being quickly discarded as they go out of style.

The sheer volume of accumulated clothing can make decluttering a daunting and time-consuming task, discouraging many from taking action.

A survey concluded that after a span of a cloth it is either donated or is handed over to moms.

Many moms hold onto old clothes due to sentimental value or high cost, even if they no longer fit or have use. This was the spark that led to ULTA PULTA.

Core Personality

Core Essence

Harmonious blend of sentimentality, creativity, and sustainability
Commitment to redefine fashion and home decor
Emotional storytelling and eco-conscious choices

Quirky Artisan
A sense of fun and uniqueness into the upcycling process
Dedication to quality

Urban middle class families and individuals

Target Audience

Playful, injecting a sense of fun and lightness
Friendly and approachable manner

Communication style

The story we tell

Core Vision

Many middle-class families accumulate garments they can’t part with due to sentimentality or the original cost, yet these clothes often sit unused and forgotten.

ULTA PULTA addresses this by transforming such items into quirky, upcycled fashion accessories and home decor, providing a sustainable solution for eco-conscious individuals who want to repurpose their belongings rather than simply discard them.

Why the name Ulta-Pulta?

Because that's exactly what the brand will do with your clothes. And let’s be honest - a quirky Hindi name is way more memorable for our fellow Indians!

The look & feel we give

Core Mark

The decision to focus on the fusion of the English letters U and P became the nucleus of the final wordmark logo.

Primary color

#E2DAC7

Secondary color

#4F5B3F

Primary color

#333D29

Secondary color

#444F36

Secondary color

#D3C6AB

Secondary color

#D8CDB8

Online Presence

*Images used here are only for presentation purposes

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.

Offline Presence

Taking Ulta-Pulta a step ahead

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.