INDIA
Reviving a brand whose former appeal and success has diminished over time is a huge challenge for both Marketing and Creative teams alike. Understanding the turn of events which had caused the decline is crucial before evaluating the level of change required, which leads to the aspects of the brand that can be altered, however more importantly elements that need to be retained.
An early pioneer in this highly competitive fairness skin care category which today is worth $480,000,000, worldwide. Fairever was launched in India in the early 1970's to meet the demands of Asian women who have traditionally believed that a mix of specific ingredients is highly important to the clarity and outward appearance of their skin. The brand successfully established the product formulation and communication which their target audience understood. Following the rapid influx of competitor brands into the market some with powerful corporate resource, Fairever soon found itself struggling to achieve the leading position and had gradually lost visibility.
The brief from the Fairever marketing team to Evolve Creative was to revive the brand by considering its new positioning under Fairever Naturals, the first time a product in this category was positioning under the 'Naturals' sector.
Following the results of a Brand4sight evaluation, Evolve were quick to establish a distinctive change in the brands visual identity, one that had a contemporary look and memorable colour association which could easily transfer across different communication mediums.
The packaging design thinking expresses the naturalness of the key ingredients supporting the new positioning as a backdrop to the strength of the new identity symbol. The result is a fresher, modern and youthful design that stands apart from the competition brands.
In parallel to the relaunch of Fairever Naturals, the Marketing team had identified the opportunity of launching a BB Cream given the rapid growth of this category in India. The product had received highly successful response during trials, leading to a brief for the Evolve team to create impactful packaging for a next-generation BB Cream under the Fairever banner naming the product Fairever Next.
The branding and packaging retain the key components and structuring of the Fairever Naturals format, however these are translated for a dynamic younger audience. The branding symbol for Fairever Next changes to white signifying the clear different to the Naturals mother brand. The depiction of the specific ingredients used again emphasis the natural cues, with the overall appeal of the pack is heightened with the use of printing onto metallised board which increases the cosmetic / beauty values.
