Vruti Chokshi
Haircare startup
branding & marketing
Personal
project
ABOUT:
In 2020, I co-founded a haircare company called Terra Edition. “Terra” means earth and we wanted to re-introduce a new edition of hair care rooted in nature’s oils. From the start, I led all branding and marketing efforts—crafting a distinct identity, building a loyal community, and driving growth through strategic storytelling and digital campaigns. In 2024, after four years of growth and impact, we successfully sold the company.
TEAM:
4 Co-Founders, each leading a core function — Brand & Marketing (me), Product Formulation, Finance, and Supply Chain Operations.
MY ROLE:
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Brand Identity Development & Visual Direction
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Strategic Storytelling & Messaging
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Digital Marketing Campaign Planning & Execution
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Community Building & Social Engagement
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Content Strategy & Creative Direction
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Influencer Partnerships & Brand Collaborations
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Go-to-Market Strategy & Launch Planning
KEY DELIVERABLES:
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Developed Brand Book (Defining visual and verbal identity)
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Crafted Mission, Vision, and Values Statements
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Designed and Launched Company Website
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Developed Social Media Content Strategy & Calendar
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Worked with Photography Vendor to Produce High-Quality Product & Lifestyle Photography
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Led Influencer Partnerships and Campaigns
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Executed Email Marketing Campaigns
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Built and Managed Social Media Profiles & Communities
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Conceptualized & Produced Marketing Collateral (e.g.,product packaging)
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Oversaw Digital Advertising Strategy (Paid Social, Google Ads, etc.)
APPROACH:
o1 Brand foundation
Developing the brand foundation started with a clear mission, vision, and values—defining what the brand stood for and how it would impact the industry. Through extensive research on our target audience and competitors, we identified gaps in the industry and tailored our messaging to resonate deeply with conscious consumers.
Our brand story was deeply rooted in generations of haircare rituals—our moms relied on nourishing hair oils, and we drew inspiration from these traditions to create a formula that honored their wisdom. By blending time-tested natural oils with modern innovation, we crafted a clean, effective haircare line that reconnects people with the power of nature.
To bring this vision to life visually, we created a brand book that detailed our colors, fonts, and design elements, ensuring consistency across all platforms. Finally, we designed a logo that encapsulated our brand’s essence—minimal, modern, and rooted in nature.
o2 Product design
We created mood boards, explored various materials, and experimented with different bottle shapes to ensure our product designs reflected both our brand identity and functionality. Every detail—from the texture of the packaging to the way it felt in hand was carefully considered.
o3 Marketing assets
Once we had the bottle design and formulas finalized, I began preparing our marketing assets! Before scheduling the official photoshoot, I created instructional mood boards to explore different types of product shots, ensuring our visuals aligned with the brand’s aesthetic and storytelling.
Here’s a sneak peek at some of the final photo assets we created—check out how they turned out!
Next, I designed the website, bringing our brand vision to life online, and with everything in place, we officially launched it to the world!
o4 social media marketing
Lastly, we launched on social media platforms like Instagram, where I managed the accounts, creating fun, engaging content that resonated with our audience. Social media played a crucial role in our growth, allowing us to build a community, showcase our products, and connect directly with consumers. Through strategic collaborations with haircare influencers, we expanded our reach and created authentic connections, driving brand awareness and customer loyalty.
