Phulkki is a fashion brand specializing in ethnic and contemporary garments, merging traditional craftsmanship with modern designs. The brand aims to redefine fashion for women who seek elegance, sophistication, and a touch of cultural heritage in their wardrobe. Phulkki's vision is to become a leading name in the fashion industry by offering unique and stylish clothing that resonates with modern women.
Phulkki had extensive manufacturing experience but lacked presence and recognition in the consumer-facing market. As they transitioned to a B2C retail model, they needed to build everything - a brand identity, digital infrastructure, content ecosystem, and a sales strategy, from scratch. The key challenge was to establish a high-impact brand with clarity, consistency, and cultural depth while remaining aligned with their production capabilities and goals.
Define a strategic brand playbook for a D2C ethnic fashion brand. Build a distinctive visual identity that reflects the ethos of Indian elegance. Launch a Shopify-based e-commerce platform ready for scale. Plan and execute high-volume production shoots to populate the site and social platforms.
