ITV

Tag: Deepti Kshirsagar

  • Real Activ Wowed by new design

    MUMBAI: WOW Design, a strategic brand design consultancy, has collaborated with Dabur, renowned FMCG Company, to revamp the brand identity for its range of Real Activ Juices. Dabur intended to revamp its range of Real Activ juices that have no added sugars and vouch for a healthy juice, anytime, anywhere. With a record of successful revamp launches in their kitty, WOW Design was invited to impart a new look for the Real Activ range differentiating it from competition, on the shelf and in the minds of its consumers.

    The brief to , the team at WOW Design was that the packaging and proposition story of the brand had to be needed a makeover such that it becomes a preferred choice to the health conscious consumer who walks an extra mile to enjoy an active life.

    Working towards a new look for Dabur Real Activ Range, WOW Design conducted a detailed research based study.  The key findings of the study were:

    – The visual architecture of the existing Activ range resembles closely to the main range; diluting its differentiation from the sub-ranges.

    – The core proposition of ‘Supporting Fit & Active Lifestyle’ missed precedence due to lack of effective packaging communication.

     Hence, considering that the Activ range has varied offerings, WOW Design aimed to highlight the benefits of each range and establish them separately. For the same, they introduced two levels: Sub-Range – 100%, Fibre+ and Fruit-Veggie & its variants.

    Scrutinizing the target group’s consumption and buying behaviour, helped in drawing useful conclusions. The concept of ‘Purposive Partner in Activ Lifestyle’ emerged from the brand’s core proposition of ‘Supporting Fit & Active Lifestyle’.  This idea augmented a makeover of the visual architecture for differentiation. A key element, the ‘Right Tick’ emerged from as a strong design architecture. 

    Dabur Foods head – marketing Kumar Mayank said, “We at Dabur took WOW Design on board for revamping Real Activ, which is a critical brand in our beverages portfolio. I would have to say that the WOW Design team have a thorough understanding of the consumer pulse and they do their research very well to grasp the market dynamics.”

    WOW Design partner & executive director Deepti Kshirsagar said, When talking to the consumer who are health conscious, we realised most of them are fence sitters and on lookout for products /brands that would propel them to actively pursue their fitness goals.”

    WOW Design partner & executive director Saswata Das adds, “In terms of Dabur’s flagship beverage brand Real’s Brand Architecture, Real Activ stood as an offering for the more health conscious and fitness freak consumer.”

  • Wow, exclaim kids at Hershey’s product

    Wow, exclaim kids at Hershey’s product

    MUMBAI: Wow Design, a strategic brand design consultancy, has associated with Hershey’s for strategising the packaging design for its new range of healthy flavored milkshakes.

    Evolving Indian consumers prefer richer, superior experiences when it comes to food and beverages as they are exposed to it on global excursions. The health foods category in India too is slowly evolving to meet with the consumers preferences.

    Wow Design is a strong believer in creating elegant and impactful packaging, as it’s the face of any brand and allows an interaction of only a few minutes with the consumers before they make up their mind.

    For Hershey’s product launch, Wow Design evaluated both – the current brand drivers and the challenges in launching a product that would appeal to both the buyer (mothers) and the consumer (Kids). These drivers were – existing equity with the consumers in delivering rich experience on taste, flavor and mouth feel and an aspirational imagery attached to the brand. The challenge was to find a fine balance between delight for kids and healthy goodness for mothers in a pack of milkshake while exhibited on the same shelf as its Indian competitors.

    A thoughtful decision was taken to leverage on the richness and consistency of the product to establish it as a milkshake versus the available flavored milk products. The designs stemmed from the core concept of it being the ultimate healthy milkshake that kids deserve.

    The final result was clean, yet communicative range of packs that retained the global appeal of the brand Hershey’s and connected effectively with the health-conscious Indian consumers.

    Wow Design partner and executive director Deepti Kshirsagar said, “The design strategy needs to work for the dual target audience – one the consumer and second the decision maker. Coming from an aspirational yet familiar international brand like Hershey’s, the trust aspect for the mothers and tastefulness for the kids could be taken care of with a prominent brand endorsement in the design. The challenge was to imbibe the healthy goodness of the product, as that becomes a primary concern for the mothers and impact decision making to a large extent. ”

    Wow Design partner and executive director Saswata Das said, “The rapid growth of the flavored milk beverages category in India has attracted many global players like Danone and even Coca-Cola to enter this segment. We helped Hersheys’s to take on the Indian players and charge a premium for their unique positioning and fortification benefit.”

  • Wow, exclaim kids at Hershey’s product

    Wow, exclaim kids at Hershey’s product

    MUMBAI: Wow Design, a strategic brand design consultancy, has associated with Hershey’s for strategising the packaging design for its new range of healthy flavored milkshakes.

    Evolving Indian consumers prefer richer, superior experiences when it comes to food and beverages as they are exposed to it on global excursions. The health foods category in India too is slowly evolving to meet with the consumers preferences.

    Wow Design is a strong believer in creating elegant and impactful packaging, as it’s the face of any brand and allows an interaction of only a few minutes with the consumers before they make up their mind.

    For Hershey’s product launch, Wow Design evaluated both – the current brand drivers and the challenges in launching a product that would appeal to both the buyer (mothers) and the consumer (Kids). These drivers were – existing equity with the consumers in delivering rich experience on taste, flavor and mouth feel and an aspirational imagery attached to the brand. The challenge was to find a fine balance between delight for kids and healthy goodness for mothers in a pack of milkshake while exhibited on the same shelf as its Indian competitors.

    A thoughtful decision was taken to leverage on the richness and consistency of the product to establish it as a milkshake versus the available flavored milk products. The designs stemmed from the core concept of it being the ultimate healthy milkshake that kids deserve.

    The final result was clean, yet communicative range of packs that retained the global appeal of the brand Hershey’s and connected effectively with the health-conscious Indian consumers.

    Wow Design partner and executive director Deepti Kshirsagar said, “The design strategy needs to work for the dual target audience – one the consumer and second the decision maker. Coming from an aspirational yet familiar international brand like Hershey’s, the trust aspect for the mothers and tastefulness for the kids could be taken care of with a prominent brand endorsement in the design. The challenge was to imbibe the healthy goodness of the product, as that becomes a primary concern for the mothers and impact decision making to a large extent. ”

    Wow Design partner and executive director Saswata Das said, “The rapid growth of the flavored milk beverages category in India has attracted many global players like Danone and even Coca-Cola to enter this segment. We helped Hersheys’s to take on the Indian players and charge a premium for their unique positioning and fortification benefit.”