Hoovu - Branding
Re-branding a Startup with a Fresh Idea, Rooted in Tradition
BRANDING | GRAPHIC DESIGN
Hoovu is an innovative brand catering to a forgotten market; Traditional Flowers. Run by two sisters who grew up on rose farms, they were on a mission to reduce flower waste and cater to this daily need. The vision was to build a brand that facilitated your spiritual journey.
We worked with Yeshodha and Rhea, the Co-Founders, to reposition, rename and rebrand. Formerly called Rose Bazaar, the brand was commonly misconstrued as a Bouquet Floral business.
‘Hoovu’ translates to ‘flower’ in Kannada. It’s a word that is rooted in tradition and invites people to learn more.
The target audience being mostly people over 50, the brand needed to feel familiar to them. Our inspiration came from graphic design and art associated with ‘pooja’ like agarbattis, matchboxes and Raja Ravi Varma paintings.
Hoovu has a unique Visual Language and Illustration Style that carries the brand forward. With their Badges, the brand clearly communicates their key values of being powered by women, farm fresh and affordable.
Creative Director: Vanshaj Kapur & Pragnya Venkatesh
Visual Design: Pragnya Venkatesh