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Academic Project 2023
An upscale fashion purpose driven brand
Ulta Pulta
About the project
In a world overflowing with fast fashion and forgotten clothes, Ulta Pulta was born to flip the narrative; literally. This project reimagines textile waste by transforming old, unused garments into quirky fashion and home accessories, all while preserving the emotions stitched into every thread.
Scope
Brand & Identity Design
Marketing Campaign
Industry
Fashion & Apparel
IDEATION
Have you ever felt guilty about discarding old clothes, knowing they could have a second life?
This question became the spark that ignited the idea for Ulta Pulta. It stemmed from a common emotion shared by many - guilt, nostalgia and hesitation around parting with clothes that once held memories or meaning.
Why not give them
a new lease in life!
RESEARCH
What led to upside-down vision?
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Indian families and their habit of piling up clothes & not wear them frequently enough
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Pressure to keep up with the fashion trends results in clothes being discarded quickly
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Sheer volume of accumulated clothes can make decluttering a daunting & time-consuming task
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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.
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Discarded memories
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Forgotten garments
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Piles of cothes
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Weathered fabrics
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Dormant stories
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Neglected wardrobes
From waste
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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
To wonders
DESIGN
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 all of us!
Core Vision:
The brand 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.
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Harmonious blend of sentimentality, creativity & sustainability
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Commitment to redefine fashion & home decor
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Emotional storytelling & eco-conscious choices
Core Essence
Why the name Ulta Pulta?
Target Audience:
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Urban middle class families & individuals
Communication Style:
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Playful, injecting a sense of fun & lightness
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Friendly & approachable manner
BRANDING
The decision to focus on the fusion of the english letters U and P became the nucleus of the final workmark logo.
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The look & feel we give
The puns and metaphors are more than just wordplay here. They became the conversation starter, making people pause, think and smile.
Offline Presence
Not the end of a garment, just the start of a new story.
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