INDIA
The outbreak of the Covid-19 virus worldwide earlier this year has had a devastating impact across countries. As a result, the importance of general and personal hygiene has been heightened to levels not seen before which has completely changed our lifestyles.
With significant change comes significant opportunity, Emami Ltd with a diverse FMCG portfolio is launching into a brand-new category - Household Cleaning.
Our brief was to design a range of household cleaning products that would offer germs & virus protection throughout the home, The brand name Emasol, a combination of ‘Emami’ and ‘Solutions’, created a unique and memorable name based on the successful naming strategy of many other household cleaning products.
The brand and products are targeted primarily at women aged 25-50 within the Indian market. In order to have the right appeal, these products should be bright, impactful distinctive and high-tech but with a premium positioning.
As part of our design process, researching competitors and categories, we identified that the clear underlying theme across successful brands is the aspect of ‘high performance’ required for the category.
With this in mind we set out to design a range of concepts that highlighted or expressed on specific elements as part of the product performance. These were Power & Strength, Care & Protection and Freshness & Fragrance
The concept route of Power & Strength was chosen as the clear preference. The design cues are a literal expression of power and strength suggesting the elimination of germs and bacteria.
The brand identity is impactful, bold and animated with clean stylised typography and uses bright primary colours support the overall theme along with the literal depiction of the different variant imagery. In addition the shield symbol was created to emphasis and underline the bacterial protection ‘BGV24™’ message and add credibility.
Evolve have designed and delivered the new Emasol identity and brand packaging for six new products across eleven SKUs in record time which have been introduced into the Indian market.
Babu Datta is known for his innovative designs, commitment and timely deliveries. As usual the Evolve team did not disappoint us with our new Homecare Range – Emasol. I am very happy to have partnered with Babu on this and grateful for his quick turn around capabilities in such unprecedented times. He always understands our requirements and always tries to deliver to our utmost satisfaction. In fact the designs were approved within the second round. We consider Evolve to be one of our most valued business partners.
Mohan Goenka Director, Emami Ltd - India