Woolly Farms
Woolly Farms is an award winning start-up, incubated at IIM Bengaluru and Karnataka Bio-Innovation Centre with a focus on urban farming and sharing platform.
They are a social enterprise with a vision to design solutions for urban food security and make agriculture and water systems more resilient in the face of climate threats.
My Role : Design Lead // Research and Insights // Design Strategy // Brand Communication // Film Direction
Team : Girish Raj Nair (Strategy Director, Founding Partner, Spread) // Sonia Manchanda (Chief Designer, Founding Partner, Spread // Bushair A P (CEO, CoFounder, Woolly Farms) // Sreeraj (Cinematographer and Film Editor) // Suryarshi Mitra (Content-writer) // Sreenath (Photography and Film) // Hari Prasanna (Junior Designer)
©️Spread Design and Innovation Pvt Ltd
01. Design / build / spread a sustainable food culture!
Largely driven by B2B sales initially, the pandemic led to drop in sales as supply chains were disrupted.
We led them to quickly pivot to B2C sales and reach out directly to end consumers. Our aim was to establish Woolly Farms to a larger audience and aid them in building a ‘subscribers waiting list’ for the next 3 months.
We created a visual narrative, sensorially layered with futuristic icons. Nudging consumers to eat fresh local produce and become producers.
To communicate with users immediately, we built their digital presence. We created films, website and social media communication showcasing the journey of the produce, from growing to harvesting, sorting, packaging, and delivery to the end user.
Style Scape
The New Earth Movement
To feed a potential population of 9 billion people we need a new self sustainable food system, free of food miles, chemicalisation and cultural habits.
We launched a new food movement by reimagining existing food systems, that focuses on
Freshness and health as core values
Impact of how we grow / what we eat on our future and the planet
The New Earth movement helps consumers become producers, adopt natural agri-ways. Thus, changing the way we grow, eat and live!
(1 min video)
Social Media Posts
1000 Agrihoods
Agrihoods are healthy lifestyle communities centered around professionally managed farms, where consumers become producers, growing food locally, organically and naturally. From the very beginning we focused on ensuring greater freshness by reducing the food miles. To address this, we started an initiative to create a thousand Agrihoods in Bangalore.
A vision of a city of a thousand farms brought to life through #DigitalSense. (Click below to play the 4 min video )
A collaboration with Woolly Farms and SPAR India to bring their story to life!
CII Design Excellence Award Winner at the 20th India Design Summit!
Super excited and humbled for this recognition in the Communication Design Category! Thank you CII, Spread Design and Innovation and Woolly Farms for giving me an opportunity to be a part of this journey :)
02. Business Design ::
Radical Disruption
We synthesised new growth horizons, to expand possibilities with design strategy and co- creation
● Redefined the product offering across various categories
● Defined new revenue generation streams
March 2020 -2021
We built a strong foundation in the B2C perishables segment with a unique positioning of delivering hyperlocal trust and great freshness to the doorsteps of customers within minutes of harvest.
The goal was to disrupt the current omnichannel super market landscape by unlocking the higher potential for creating value.
Thus we envisaged the following revenue streams keeping the core value of delivering safe and chemical free food products at the centre.
Adopting a digital first, collaboration based model that focuses on digital sales conversion
Building multiple offline brands under Woolly Farms as the umbrella brand
Created Train / Build / Grow / Buy Back Model : Setting up cohesive agri-ecosystems that includes building modern farms where fresh produce can be grown and delivered immediately.
