Khet Direct — an agricultural startup based out of Ahmedabad aimed to provide fresh veggies in an innovative way. Their approach helped the farmers expand their selling methods & provide fresh vegetables at pocket-friendly costs to the end customers. But, the only thing aligned was their initiative.
The brand had to be built & positioned from the ground up as Khet Direct was a secondary brand from its parent brand. So, seeing their viewpoint on bringing an innovative way of providing fresh vegetables whilst helping the farmers & the customers, we hopped on the ship.
Khet Direct wanted to provide fresh veggies in an innovative way with a subscription-based method. However, the model had to be created, and the brand's narrative had to be communicated through both online and offline channels. So, we started off by simplifying the subscription model & narrowing down the subscriptions Khet Direct would provide.
We came up with subscriptions that had eccentric names. And, as the vegetables needed to be protected from dust, it was decided to use paper bags to package the product. Which helped us resolve the menu positioning issue with the help of the paper packaging. With the paper bags, we could easily affix menu-shaped labels on the bags with information whilst being eco-friendly.
Fun Fact We finalized the deal on our founder's birthday (27th August).
The next island on which our brand-building ship would dock was establishing a digital forefront. We commenced by building multiple stylescapes so we would have a clear idea of the tone of voice we wanted to achieve. And, after many revisions, the identity & logo we developed became a perfect digital blend that reflected Khet Direct's vision. Then we came onto, developing an easy-to-navigate website. And, our interface made sure viewers could buy & subscribe to Khet Direct's services within moments, hassle-free.
Fun Fact Believe it or not, but coming up with the subscription pack names was the toughest part of the whole project.
Finally, the ship was about to reach its destination. The upcoming step for us was to plan a launch sequence for the brand. We first did a soft launch and the response we got was quite enthusiastic. Then as we went offline & Khet Direct started operating, we had already hit the unexpected number by the end of the week. We made sure Khet Direct thrived to solve customers unspoken needs & expectations.
Fun Fact The team increased their veggies vocab by 100% during the entirety of project.
Here's what Khet Direct's owner had to say about it:
"Building the identity, communication & interface from the ground up was a task we were the most worried about. But, as PulsAero set in motion the picture got clearer. And, in the end, we were able to successfully launch Khet Direct & achieve unexpected numbers."
- khet direct
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