EcoPetCart
Full-stack brand launch for India's recycled-plastic apparel brand — from strategy and identity to packaging and e-commerce.
Their Story
EcoPetCart is an apparel store from Bengaluru that sells t-shirts made from 100% recycled plastics. It's a subsidiary of Trashin Recycling Pvt. Ltd — a waste management company working to address India's plastic crisis.
India generates 9.46 million tonnes of plastic waste annually — 40% of which is single-use. EcoPetCart was founded to intercept some of that waste and give it new life as clothing. All products are 100% recycled and geared towards saving the environment.
They already had an Instagram page related to pets with a following of 70k+. The challenge: create a brand that resonated with this existing audience while also connecting with their new target of eco-conscious apparel buyers.
The Strategy Process
We ran two days of branding strategy sessions — covering naming, target audience, market positioning, and USP. Working closely with their Head of Marketing, Akhil Saraf, we ran a Market Sophistication Analysis to determine exactly how to position the brand in a crowded sustainable apparel market.
The brand had to portray playfulness and include an element of green — relevant to the mission, resonant with the existing pet-lover audience, and genuine to the sustainable core.
The stylescape we designed for capturing initial ideas and setting the creative direction before any logo work began.
Brand Identity
The identity needed to bridge two worlds: the warmth of the pet community and the seriousness of environmental impact. We landed on a playful-but-purposeful visual language — bright, approachable colours with a green anchor, clean typography that doesn't take itself too seriously.
Packaging Design
Packaging for a recycled product had to walk a fine line: eco-credentials without the drab "natural brown paper" aesthetic that consumers have learned to tune out. We designed packaging that feels premium and exciting to receive — and tells the recycled-plastic origin story as part of the unboxing experience.
E-Commerce & Web Design
We set up a Shopify store and applied the brand system across all digital touchpoints — product pages, email templates, and social media assets. The site was designed to convert the existing Instagram audience into buyers while welcoming new eco-conscious shoppers.
It was a pleasure working with Bettr to launch our new online brand, EcoPetCart! The fact I liked most about them was their drive to go an extra mile to ensure that, as a client, I was happy!! They have a knack for brand building, and this was evident by the way they helped us set up a Shopify store and came up with original branding strategies for our Social Media. Kudos to them for the great work!!
— Chandrashekhar, Founder & CEO, Trashin Recycling Pvt. Ltd.Want to make your brand better & reach millions?
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