INDIA
Doy Soap is part of a highly successful portfolio of personal and haircare lines owned by the VVF consumer division in Mumbai India. VVF is proud to be recognised for its excellence in product development and for a firm commitment to delivering superior quality personal care and toiletries to the consumer.
Previously segmented as two separate brands, Doy and Doy Care; the two ranges were sold in the Indian market with four variants, all enriched with naturally sourced ingredients.
Evolve Creative (London’s) task was to integrate the two products into one, assimilating values from both brands into one cohesive design that would position Doy firmly in the premium segment of the soap market and make it easier for consumers to identify with. The brand proposition was to communicate rejuvenation, revitalisation and re-energising via newly designed, dynamic and fresh packaging.
Initial efforts were focused on understanding the two brands, their origins and their DNA. Close collaboration with the VVF team helped us to identify the many similarities between the brands, which in turn made it easier for us to work on the unification.
The new identity was developed and created using our Brand4sight™methodology; our own process and approach to providing brand insight and a better understanding of a brand’s component parts. This process identified that the two (previous) brands were disconnected and unbalanced. We deduced that Doy’s target consumer would have a difficult time reading script typestyles; just one example of where our understanding of cultural differences and behaviours was vital within the design process.
Having created the new identity and established its positioning, we then interrogated the Doy Soap pack design; creating new logo-type bridges and logo styles - using a harmonious typeface structure resulting in an all-round better visual proposition.
The visual representation of the ingredients is now the focus of the new packaging design. The composition created for each variant clearly reflects the natural goodness contained within. Each variant conveys freshness and revitalisation, thus showcasing the true essence of Doy.
Mr. Babu Datta and his team came up with not only an exciting new identity for the brand but also a complete design-led brand architecture to accommodate a different consumer franchise under different sub-brands.
The identity developed is not only premium but also modern and offers a better branding expression. Besides, design excellence and brand understanding, what our marketing team appreciates most, is their client-focused service and one of the best turnaround times for any engagement. As a result, we have engaged with them with many new assignments over the last year.
Amarjit Mishra, Business Head & Sr VP, VVF - India
