VISUAL IDENTITY
Whatnots
CLIENT
Whatnots.in
ROLE
Co-Founder
TEAM
Anjali Kamat
CONTEXT
Anjali and I co-founded this brand amidst the pandemic in 2021. My background in textile design and Anjali’s expertise in illustrations combined together resulted in whatnots.
CHALLENGE
How can we bring local artists/illustrators and utility wear together? The challenge is to break away from the craft model of design in India and leverage the talent through a platform.
The scope of work includes naming, strategy, creative direction, product development, social media marketing,
and events marketing.
INSIGHT AND IDEA
One-off pieces create a sense of exclusivity, knowing where these pieces are from creates a community
Artists and creatives are unable to separate their work from craft and artisanal work.
Anti-workwear will allow one-off pieces by bringing in artists for a limited-edition capsule collection,
creating exclusivity and community.
SOLUTION
Whatnots is an anti-workwear brand that was created to give a neutral palette for artists to collaborate on it and make novel one-off pieces.
Name: Whatnots are used to refer to an item or items that are not identified but are felt to have something in common with items already named. The name seeks to explore the potential of the new-age Indian illustrators and artists who choose the path not taken and give them a platform to showcase their potential.
Logo: A monogram of W and N is also representative of motion, a creator’s scribble and the explorative spirit of the outdoors.
Here is a deck to show our strategy and positioning.
SOCIAL MEDIA STRATEGY
We used social platforms — reel marketing and influencer marketing as our main strategy besides the campaign launch. Social presence was of utmost importance for the brand as the main target audiences were GenZ and Millenials creators. We put posts that could explain the brand’s idea through animated videos.
We launched three collections of different products from 2021-2022 and participated in various exhibitions to build brand awareness.
IMPACT
We were able to reach 20+ cities in India through our online community
Influencers and celebrities reached out to us to buy our products as statement pieces, giving us a lot of social media traction
We up-skilled two tailors, as we introduced industry-grade production quality without an assembly line in a tier three city like Vadodara.
SMALL BUSINESS AND ENTREPRENEURSHIP
Constant attention towards employee wellbeing, managing inventory and supply chain timings with launch dates, constant quality checks and whatnot!
