Kaaro
Branding, strategy and product design for a handcrafted jewelry brand.
About KAARO
Brand Overview
Kaaro is an artisanal brand founded by Mrinal Jadhav and Richa Premkumar during their time as students at the National Institute of Fashion Technology, Bengaluru, India. The brand focuses on creating unique, affordable, and versatile accessories that blend modern and traditional elements.
Founded in the year 2020.
About KAARO
Challenges
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Market saturation challenges Kaaro's uniqueness among similar products in the jewelry and accessory market.
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Staying vigilant to evolving fashion trends is crucial for Kaaro to maintain a distinctive appeal.
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Establishing a unique identity becomes tougher when similar products flood the market; Kaaro must emphasize what sets it apart.
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The crowded online marketplace, due to the Instagram small business boom, makes it challenging for Kaaro to capture attention.
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Concerns about authenticity arise amid the surge in small businesses on Instagram; Kaaro addresses this by showcasing its genuine story and craftsmanship.
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Visibility challenges on social media require Kaaro to adopt a strategic and creative marketing approach to stand out.
About KAARO
Brand Goals
Kaaro's brand goals are centered around offering unique, handcrafted jewelry that stands out in the market. With a commitment to affordability and versatility, the founders aim to fill a gap they identified during their time as students. Their goal is to create accessories that seamlessly blend modern and traditional elements, appealing to a wide range of urban Indian consumers. Kaaro aspires to maintain simplicity, tastefulness, and elegance in its product line, providing customers with distinctive pieces that can be worn in various settings, from the boardroom to special occasions. The brand seeks to establish itself as a go-to choice for those who appreciate craftsmanship and design while remaining affordable and accessible.
About KAARO
Brand Values
Handcrafted
Simplicity
Tastefulness
Affordability
Indo-western elements
Elegance
Market Overview
Target Market
Urban Indian Consumers
Women
Ages 18+
Branding
Visual Language
Kaaro's visual language is encapsulated in its logo, featuring the Japanese enso and ginkgo leaves. The enso, a circle drawn in a single brushstroke, symbolizes enlightenment, strength, and the universe's continuous cycle. It reflects the brand's commitment to simplicity, unity, and the cyclical nature of design. The incorporation of ginkgo leaves adds a touch of nature, representing resilience and longevity, as the ginkgo tree is known for thriving in adverse conditions. Together, the enso and ginkgo leaves embody Kaaro's values of timeless elegance, strength in simplicity, and a harmonious blend of modern and traditional elements. The choice of these symbols aligns with the brand's narrative, enhancing the visual identity with depth and cultural significance.
Logomark
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Primary Logo
Color Palette
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Brand Collaterals
Overcoming Challenges
Brand Strategy
In crafting an effective brand strategy the brand confronts challenges in a dynamic jewelry and accessory market. From market saturation to the impact of the Instagram small business surge during COVID-19, it is required to strategically position itself for uniqueness, authenticity, and visibility in this competitive landscape.
Innovative Branding & Designs
Implement creative packaging and consistently introduce innovative designs. This approach ensures that the brand remains unique and offers something fresh to its audience.
Sustainable Packaging
Palm leaf packaging
Unique Designs
Engagement and Interactions
Foster strong engagement with the audience online through Instagram, and offline through pop-ups. Encourage customer interaction, gather feedback, and involve the audience in the brand's journey. This connection can enhance loyalty and differentiate Kaaro from competitors.
Online Engagement
Reels, Stories, Posts,
Instagram & Facebook Ads
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Offline Engagement
Pop-ups, Flea Markets
Brand Collaborations and Features
Explore collaborations or partnerships with influencers, artists, photographers, or other brands that align with Kaaro's values. This can amplify the brand's visibility and bring in new audiences while reinforcing its unique identity.
Fashion and Lifestyle Brand Collaborations
Photography Collaborations
Website Features
Conclusion
Results & Impact
Over the course of 2 years, Kaaro witnessed a notable increase in brand visibility, engagement on social media platforms, and a growing community of loyal customers. Collaborations with multiple brands and artists resulted in expanded reach and heightened credibility. The brand's commitment to authenticity and uniqueness not only withstood market challenges but has also contributed to a positive impact on customer perception and brand loyalty. Kaaro's strategic approaches translated into tangible results, solidifying its position in the competitive jewelry and accessory market.
1500+ sales PAN India
10 Pop-ups and 5 Features
10+ Collaborations