Case StudyResearch, Design Thinking, Ethnography

Positioning a new brand in Developed MarketsC A S E 1

Packaging Design for a new natural mosquito repellent range for an SME

After almost 26 years of creating high quality Ayurveda Products, Agrow Pharma, a family run business found itself in a new marketplace rife with competition. In response, the company decided to re-examine its packaging- the key driver being induction of younger generation of the family in the company.Thinking Threads worked with the company on their brand identity, and packaging for a new product launch of Zeromos. The new boxes debuted in sections of U. P, Bihar beginning of June 2014 and the pouches are being rolled out across north India.

T H E C H A L L E N G E

T H E A P P R O A C H

Positioning a new brand in Developed Markets

Packaging Design for a new natural mosquito repellentrange for an SME

C A S E 1

Since 1988, Agrow has prided itself on producing Ayurveda products which are known for their high effectiveness in the consumer base. Yet over the decades, while Agrow greatly expanded its offerings, and there seemed to be a lack of emphasis on the visual appeal, visual coherence across products. Being an SME, while its loyal client base was intact, expanding into newer markets meant creating a visual reliability factor.

Agrow asked Thinking Threads to help create its new brand Zeromos and sell the story to wider demographic for whom repellent was a requirement but awareness about naturalness was not. The new packaging would have to improve the offering without alienating Agrow' s loyal customers base

Research Thinking Threads began it work by focusing its efforts on research at the first stage. A in-depth Competitor Study and Shelf Study helped position the brand in the competition matrix. Defining the persona of the target audience helped in keeping the project rooted.

Defining the problem After round of discussions with the various stakeholders we learned that the brand could differentiate itself by crafting a strong point of view—one that cultivates and celebrates the naturalness of the product and yet projects an accessible product. Along with the Agrow team we drafted a design brief that was clear, appropriate and aspirational

IdeationThe visualizations for the product came together to create unique concepts for the product.

The brand could differentiate itself by crafting a strong

point of view—one that cultivates and celebrates the

naturalness of the product and yet is an accessible

product.

T H E S O L U T I O N

The new packaging ties together all the concept of healthcare and family safety together. Each box features bold graphic elements like a larger, easier-to-read logo, use of icons to express the features. The compelling visuals are to reduce cognition load on the target user who is not conversant in reading.

The box comes in English and Hindi version on two sides of the open flap structure.. This product comes in three formats: lotion, spray and disinfectant.

Currently, Zeromos lotion boxes are standing out stacked on store shelves—winning over consumers and retailers alike.

Thinking Threads is continuing to collaborate with Agrow to tell their brand story through their other range of products.