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Vivaan Gulati

Case study 01 — Entrepreneurship

Celestial Paradise

Building a luxury-minimal streetwear brand from the ground up.

Celestial Paradise — Logo
Logo
Celestial Paradise — Product designs
Product designs
Celestial Paradise — Product photography
Product photography

01

Building the brand

  1. Concept→
  2. Identity→
  3. Product→
  4. Manufacturing→
  5. Launch→
  6. Learn

Almost every part of the brand was done by hand, which meant learning each step as it came up:

  • Brand positioning
  • Logo development
  • Typography
  • Product design
  • Manufacturer communication
  • Sampling
  • Packaging
  • Social media
  • E-commerce
  • Product launch

02

What I learned

  1. 01

    Demand matters more than excitement around an idea.

  2. 02

    Inventory carries real risk.

  3. 03

    MOQ decisions affect the economics of a young brand.

  4. 04

    Product positioning has to match the audience.

  5. 05

    A strong visual identity cannot compensate for weak product-market fit.

Next

Nike DCF Valuation →