Shifha: A Brand Born from Healing
The Challenge
Shifha, a nascent alkaline water brand, approached Doable with a unique challenge. Beyond just a product, they envisioned a brand that would embody healing, wellness, and a holistic approach to well-being. With a nascent brand identity and a compelling vision, Shifha sought a strategic partner to translate their aspirations into a powerful brand.
The Doable Approach
To craft a brand that resonated with its target audience, Doable employed a strategic approach rooted in the Golden Circle framework and brand archetypes:
1. Defining the “Why”
We began by defining Shifha’s core purpose: to enable holistic healing and well-being, empowering individuals to achieve balance, vitality, and inner harmony. This fundamental purpose became the bedrock of the brand’s identity.
2. Crafting the Brand Archetype Shifha was positioned as a blend of the Innocent and Caregiver archetypes. This combination reflected the brand’s purity, nurturing nature, and commitment to its customers’ well-being.
3. Developing the Brand Identity
- Logo Design: The logo, a fusion of a water droplet and a human figure, symbolizes Shifha’s commitment to providing care and nourishment. The blue and turquoise color palette evokes feelings of calmness, purity, and vitality.
- Brand Voice and Tone: A warm, empathetic, and reassuring tone was adopted, reflecting the brand’s nurturing nature.
- Brand Messaging:
The brand messaging focused on the benefits of alkaline water, emphasizing its role in promoting overall health and well-being.
Building the Brand Narrative
The Results
Doable’s strategic approach yielded impressive results:
Brand Awareness: Reached over 6 million people in the first 4 months of the campaign.
Online Sales: Generated over INR 25 lakhs in revenue in the first 4 months.
Organic Traffic: Increased website traffic by 12% month-over-month.
E-commerce Performance:
- Achieved an average ROAS of 3+ on Amazon.
- Reduced average CPA to INR 465.
- Improved product rankings on e-commerce platforms.
- Optimized marketing spend to maximize ROI.
