strategy | design | brand
Elevating Non-Toxic Consumer Products Through Strategic Design
by .var gudimalla
Brand Storytelling Transformation
Community-Driven Marketing
E-commerce Growth Strategy
Industry Project | 2019
. Project Overview
A six-month creative engagement with Dabble, an IIM Bangalore startup pioneering toxin-free carry-ons and paints. The collaboration focused on market penetration and brand establishment during crucial early-stage growth.
Dabble, an IIM Bangalore startup, struggled with three key challenges: low consumer confidence reflected in 3.7 product ratings, ineffective visual communication through generic mockups, and untapped market potential in the toxin-free segment. The brand required strategic repositioning to establish credibility and drive market penetration.
. Problem Statement
. Research Findings
3.7 average product rating indicating consumer hesitation
Limited social media engagement and reach
Slow value creation and market penetration
Authentic Visual Storytelling
Replaced generic mockups with emotive mother-child photography, creating genuine emotional connections and raising awareness about toxin-free benefits.
E-commerce Optimization
Developed authentic product imagery for Amazon listings, moving away from mockups to build consumer trust and enhance product perception.
Seasonal Marketing Innovation
Created personalized festival-specific campaigns and strategic discount structures to penetrate the gifting segment, opening new market opportunities.
Community Engagement
Actively participated in workshops and awareness campaigns, strengthening brand credibility and consumer education in the toxin-free space.
. Strategic Solution
Transformed Dabble's market presence through strategic content and community initiatives. Orchestrated authentic mother-child photoshoots that replaced generic product imagery, capturing genuine moments of safe, creative play. These visual assets powered targeted social media campaigns and marketplace listings, establishing authentic brand connections. Complemented digital strategy with immersive workshops and exhibitions, allowing families to experience products firsthand. Strengthened market position through seasonal campaigns that positioned Dabble as an ideal gifting choice, particularly during festivals. This integrated approach, combining emotional storytelling with direct consumer engagement, drove product ratings from 3.7 to 4.5 and increased conversions by 40%, culminating in national recognition through Shark Tank India.
. Process
. Creative Catalogue
. Social Media
. Amazon
Rating improvement from 3.7 to 4.5, demonstrating enhanced consumer trust
40% increase in conversion rates
Featured on Shark Tank India, achieving national recognition
Significant expansion in market reach and brand awareness
Successfully established product-market fit through strategic positioning
. Business Impact
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