Rustorange x The Pipal Collective
Rustorange x The Pipal Collective
From just catalog to personality: How we helped Rustorange reimagine their Instagram
From just catalog to personality: How we helped Rustorange reimagine their Instagram
Brand Strategy
Social Media
Website
Communications
Visual Identity
The Brief
The Brief
Rustorange is a D2C fashion brand known for its vibrant ethnicwear with a modern twist. In early 2024, they approached us to help rethink their Instagram strategy. While their products were loved, their Instagram wasn’t reflecting that energy. Engagement was low, and website traffic from social media wasn’t where it needed to be.
The brand was ready for a change, one that felt more real, more relevant, and more in tune with the way customers actually experienced their clothes.
Rustorange is a D2C fashion brand known for its vibrant ethnicwear with a modern twist. In early 2024, they approached us to help rethink their Instagram strategy. While their products were loved, their Instagram wasn’t reflecting that energy. Engagement was low, and website traffic from social media wasn’t where it needed to be.
The brand was ready for a change, one that felt more real, more relevant, and more in tune with the way customers actually experienced their clothes.
The Challenge
The Challenge
Rustorange’s Instagram was functioning more like a product catalog than a living, breathing brand. Static images filled the grid, but there was little story, emotion, or community in the content.
The task ahead:
Build a strategy that created connection, not just communication
Show the brand in action, on real women, in real moments
Create a system that the in-house team could scale and sustain
Rustorange’s Instagram was functioning more like a product catalog than a living, breathing brand. Static images filled the grid, but there was little story, emotion, or community in the content.
The task ahead:
Build a strategy that created connection, not just communication
Show the brand in action, on real women, in real moments
Create a system that the in-house team could scale and sustain
The Approach
The Approach
We worked as an extension of the in-house team for this project, lean, collaborative, and fast-moving. Here's what we did:
1. Shifted the format → From static to story-driven
We moved away from static product shots and built a reels-first content strategy. These reels featured women enjoying their Rustorange pieces in real-life settings - dancing, laughing, celebrating.
We created scripts, storyboards, and organized shoot days to bring these stories to life. The tone was unfiltered and full of joy.
2. Rooted ideas in real customer voices
To build a brand that truly resonated, we went straight to the source: 20+ user interviews helped us understand what customers felt about Rustorange, how they wore it, and what made them come back.
The insights directly shaped our visual and verbal approach, from the way garments were styled to the captions we wrote.
3. Built a content system that could last
This wasn’t a one-off campaign. We built rhythm - content calendars, creative templates, and engagement guidelines, that the Rustorange team could continue using. And they have.
We worked as an extension of the in-house team for this project, lean, collaborative, and fast-moving. Here's what we did:
1. Shifted the format → From static to story-driven
We moved away from static product shots and built a reels-first content strategy. These reels featured women enjoying their Rustorange pieces in real-life settings - dancing, laughing, celebrating.
We created scripts, storyboards, and organized shoot days to bring these stories to life. The tone was unfiltered and full of joy.
2. Rooted ideas in real customer voices
To build a brand that truly resonated, we went straight to the source: 20+ user interviews helped us understand what customers felt about Rustorange, how they wore it, and what made them come back.
The insights directly shaped our visual and verbal approach, from the way garments were styled to the captions we wrote.
3. Built a content system that could last
This wasn’t a one-off campaign. We built rhythm - content calendars, creative templates, and engagement guidelines, that the Rustorange team could continue using. And they have.
The Outcome
The Outcome
The brand’s Instagram got a clear makeover, moving from transactional to emotionally resonant
The new strategy became their default way of showing up and it’s still in use today
Rustorange now has a handle that reflects not just what they sell, but how they make people feel
The brand’s Instagram got a clear makeover, moving from transactional to emotionally resonant
The new strategy became their default way of showing up and it’s still in use today
Rustorange now has a handle that reflects not just what they sell, but how they make people feel
What’s Next?
What’s Next?
While this was a project with a defined timeline, its impact continues. Rustorange’s Instagram presence today carries forward the tone, style, and systems we helped set. That’s the kind of work we love: meaningful interventions with long-term impact.
While this was a project with a defined timeline, its impact continues. Rustorange’s Instagram presence today carries forward the tone, style, and systems we helped set. That’s the kind of work we love: meaningful interventions with long-term impact.
Let's bring your vision to life.
© Priyanshi Poddar 2024
Let's bring your vision to life.
© Priyanshi Poddar 2024
Let's bring your vision to life.
© Priyanshi Poddar 2024