Mamaearth recreates brand environment to evangelise environmental responsibility
To institutionalise their physical presence, beauty, cosmetic & personal care brand, Mamaearth has endeavored to recreate their brand environment to evangelise their environmental responsibility, conveniently present their toxin-free offerings in an experience that is meaningful to their existing and new consumers. It has portrayed and communed at a flagship Lucknow store of 480sqft in area, executed by Bengaluru-based 4Dimensions, a multi-disciplinary experience design firm.
Headquartered in Gurugram and parented by Honasa Consumer Pvt Ltd, Mamaearth was founded in 2016 offering responsible toxin-free products for baby care, face care, skincare and body care products for adults serving over five million customers in 500 Indian cities.
Inspiration from nature
The brand narrative is articulated in a material palette inspired by a happy, modern, comfortable home inspired from nature. Store front of the Lucknow outlet is designed in a unique form in wood and greenery that invites customers into ‘the goodness inside’ and ‘the world of Mamaearth’. A live digital counter announces the number of trees Mamaearth has planted for every customer who shopped in the store.
Fascinating wall displays
The entrance portal features a #Bestsellers wall that presented their top selling stock keeping units (SKUs) in their omni-channel stores alongside their five core values—Best of Nature, No Toxins, Made Safe, Cruelty Free and Plastic Positive. A central table cluster lays out all their main promotions in a compelling and dominant presentation that persuades passers-by to walk into the store. The fascinating wall displays present a wide range of products in organised sections, like done on their immensely popular website, enabling easy browsing and locating for new and existing customers.
A ‘skylight’ above
Fixture integrated lighting helps in the convenience of good visibility, access, and inspection of the store offerings… A makeup counter helps in the trying and selection of their colour cosmetics. The service point at the rear of the store houses a much need gifting station and provision for impulse offerings. A ‘skylight’ above the service station helps visually bring a connection of the store concept with the foundation of the brand – Mother Nature.
4Dimensions
Based out of Bengaluru, 4Dimensions is a multi-disciplinary design conceptualisation, realisation & roll-out management firm. Backed by a team of 50+ domain professionals, the firm creates design solutions that translate into business for their clients. 4Dimensions deals in different dimensions for projects revolving around architecture, interior design, brand identity, graphic design, way-finding, visual merchandising, engineering, phy-gital design, project management and many others. For more about 4Dimensions & their works, visit: https://www.4dimensions.co.in
(Text & Photos Courtesy: 4Dimensions)