Premium sachet collection in the techno world of Clear Shampoo

Brand Task:
To redesign sachets for Clear making it premium, contemporary and sleek, in line with the new bottle designs. The new bottle design apparently, is a clear winner as per the research for the global re-launch.
It has to be ensured that the sachets have a futuristic look and good shelf throw which is currently missing ,with respect to the bottle and design adaptation
Brand Solution:
DY Works suggested a clutter breaking square structure which would help the sachet position itself differently from the others in the category
DY Works used the mnemonic and the bands as per the bottles but gave it a distinct identity of its own which ensured the required impact without losing the brand architecture
The design was done ensuring that sachet was in line with the bottles in terms of appearance and perception being technologically advanced, up-market and sophisticated with a touch of elegance
The BOP was also developed with great precision and emphasis was on laying out all the content systematically The variants can be identified with the different colored mnemonic

Creating the Green Tea World For Taj

 Brand Task:
There is the new boom in the market for the Green Tea category .Wanting to captivate on the opportunity The Taj team wanted to come up with its own Green Tea range.
The brand wanted to create a space for itself in the lifestyle space rather than in the health zone. The Taj green needed a new fresh look but had to be well aligned to the existing Taj architecture.

Brand Solution:
DY Works studied the Green Tea category extensively to pick the right lifestyle cues which have been interpreted on the pack via the ingredient and origin shots which are the main design elements driving the pack.
The visuals used to connote the variants of green tea were very well thought through and articulated in terms of aesthetics and simple interpretation.
We designed the pack on the lines of the Taj architecture maintaining delicacy and finesses via the Taj motifs and visual imagery.
The pack has been designed with a lot of aesthetic and sophistication value while keeping it flexible for extension to other variants within the category in the future.
The BOP has a very elegant touch to it, by the motifs and other design essence and  maintaining the consistency with the FOP.

Power of 100 lemons lead to one clean swoosh

Brand Task:
A re-launch after 5 years for Vim bar by offering a strong consumer proposition of Faster Degreasing with the existing technology/formula.
Boost the product through more authoritative packaging graphics which communicate the proposition to the consumers

Brand Solution:
We revived the branding logo and extended the unit of single lime to a row of stacked limes, depicting the empowered impact of lime
The impactful swoosh further enforced by the power of lime portrayed through the strong rays of lime entering the vessel & acting as the most impactful degreasing ingredient.
The potent swoosh connoting the cleaning power of the brand in just one stroke with no efforts and consuming the least amount of time.
We have used  fresher and more vibrant greens (color) as compared to the current pack going under re-designing as the entire pack, right from visuals to color to text needs to be extremely obtrude and power driven.

Domex : The Master Blaster

Brand Task:
The HUL Domex team wanted to communicate its new product feature i.e it turns from white to green during usage. This new product feature leads to perceptions of efficacy in the minds of the consumer.
To make the pack more engaging and informative, but not cluttering the packaging.
Brand Solution:
DY Works studied the product (toilet cleaner) category and found out that Domex is the most de-cluttered pack in the category. However the messaging hierarchy was amiss and communication cues were weak.
Some insights that DY Works gathered from the consumer research were implemented for the packing graphics as well .Like the brand identity and the core pack color (blue) were retained as the consumers identify with it. Further we decided to showcase graphically the Indian and western style commode which was clutter breaking in itself for the category.
We explicitly worked on the layout of the pack ensuring a systematic messaging hierarchy and to be able to highlight the new product feature via an active green formula (nomenclature) depicted by scientific mnemonic which works well with the imagery of the brand, ensuring its core claim of killing all germs dead.
We followed a balanced approach in designing the pack since there was a need to communicate the functional benefits upfront and thus it was a mixture of core facts and aesthetics.

Contact: Mumbai:+91-022-40406767 Delhi:-1-91 11 26548089 

Website: www.dmayellowworks.com

Kellogg's Chocos – Healthy Chocolaty Breakfast!

Brand Problem

•Kellogg's approached D Y Works to revamp the current pack in order to introduce the whole grain story and to make it more chocolatier.

•Client wanted us to take the whole grain story on the Back of Pack to communicate the benefits to the mothers (customer).

Brand Solution

•We studied the world of a kid and the mother and found merit in communicating the consumption cues on the front of the pack. This not only made the pack appetizing but also educated the customer about how it’s eaten.

•We introduced a chocolate swirl on the Front of Pack to make it look more yummy and indulging.

•Created a balance between the whole grain story and chocolatiness on the BOP

Contact: Mumbai:+91-022-40406767 Delhi:-1-91 11 26548089 

Website: www.dmayellowworks.com

Bringing Alive Godrej Storage Solutions

Strategy
The Godrej Storage Solutions product is created with the future in mind. Future environment, future trends and future concerns. The customers of Godrej Storage Solutions seek a gamut of advantages from their storage partners - lead time, safety, durability & maintenance. Most of the players in the category claim to be product specialists offering value for money. Godrej Storage Solutions needs to re-define the category asking customers to look beyond just lifeless ignorable boxes stacked in a warehouse.
Visual Expression
The visual expression will enhance the core value reassuring the customer the promise to be achieved. The barcode is the key identifier of any stock in the warehouse. It is what differentiates and brings alive the stock giving it an unique identity. The Godrej Storage Solutions visual expression finds its inspiration in this elemental identity that tags and identifies each stock – the barcode.At Godrej Storage Solutions, we believe all stock units are active participants of the business, and it is this core vision that helps us bring alive our business.

  

 

                                                   Extension of Visual Language 

Contact: Mumbai:+91-022-40406767 Delhi:-1-91 11 26548089  

Website: www.dmayellowworks.com

India's Leading Forklift Manufacturer - Godrej Material Handling

Strategy
The industry today is rapidly evolving in face of newer technologies and new entrants. From focusing primarily on rationale led claims, the players within the industry are graduating towards offering a more progressive and comprehensive service set.Lineage claims are today being substituted with newer, richer propositions based on a deeper understanding of customer lifestyles and expectations.Thereby creating impetus for businesses to actively craft a more resolute approach in all aspects of customer business.

Visual Expression
Our visual expression stems out of our brand thought- “Perpetual Motion to guarantee you uptime”. Perpetual motion is best expressed by the Infinity ribbon which illustrates the endless and unbounded nature. The never ending aspect of the expression also signifies core promise of our brand- A promise of uptime. All the time. The texture of visual expression is inspired from the fundamentals of a Material Handling equipment. A Material Handling equipment has forks- and that is represented by ‘L’ in the visual expression. The continuity of this unit in infinity, forms the visual expression of Godrej Material Handling.

                                 Extension of Visual Language

Contact: Mumbai:+91-022-40406767 Delhi:-1-91 11 26548089 

Website: www.dmayellowworks.com

Adding Spark to Godrej- Electrical & Electronic

Strategy
Godrej Electricals & Electronics are a symbol of strength,passion and experience for its consumers and clients.The customer seeks world class service and customized solutions which are uninterrupted and continuous. He seeks precision and an active team who takes initiative to deal with problems and solve them.Customers today expect service excellence and minimal down time.They trust companies which have quick response time and superior technology to address all their needs.

Visual Expression
The visual expression of Godrej Electricals & Electronics business has two elements.The starting point is the spark, which is the core of the business, depicting passion. The spark continues to form transmitting lines in perspective. The unit denotes the transmission of electricity from one point to other whilst illuminating the world around. The idea of the spark and transmitting lines arose out of the central thought – Transmitting Passion. Illuminating Life.

                                    Extension of Visual Expression

Contact: Mumbai:+91-022-40406767 Delhi:-1-91 11 26548089 

Website: www.dmayellowworks.com

Pepsico Subh Laabh

The Situation
As non-traditional gifting options are becoming popular, each player is looking to create a brand to differentiate and break clutter. After being present in the gifting market for few years with its beverage range PepsiCo wanted to create a brand which will act as a common promotion platform for its portfolio adding to PepsiCo's equity.

The Task
Objective was to create an umbrella Brand concept which is extendable to gift packs of all beverage brands. The project also entailed structure creation along with graphics that tie in the story of the core concept, festive cues & respective brand essences

DYW Solution
Taking ahead the "Prosperity of Luck" proposition of Diwali we named the gifting brand as "PepsiCo Shubh Laabh" wherein PepsiCo acted as a shadow endorser, and brought alive the proposition through gold coins.
Core concept was integrated to the whole range graphics such that a coherent overarching message of "Prosperity & Luck" was conveyed through each pack over and above the brands festive cues.
In addition to above work we created all POS elements like Trade letter, catalogues,banners, truck back etc, to create awareness for the brand.

Contact: Mumbai:+91-022-40406767 Delhl:+91 11 26548089
Website :www.dmayellowworks.com

DYW infuses vibrancy & energy to Nestle BarOne's Brand Identity and Packaging graphics

The Situation
The Brand for a long while had been dormant with no media spends or packaging rejuvenations- However when the product formulation was undergoing a change the brand also needed a makeover

The Task
The new positioning for the brand "Kaafi Hai” was to be communicated through the identity & pack graphics

DYW Solution
DYW created a design which was about energy and solidity while being cool-Identity was made stronger to convey the Brand persona and the world it belongs to- Pack graphics were rejuvenated to keep BarOne heritage but category colors were added to infuse vibrancy & energy. The golden Choco-swirl base was created as an ownable property for the brand- Product shot was integrated into the branding innovatively
Overall, a new, contemporary, energetic and definitely more youthful look was created for the brand

Contact: Mumbai: +91-022-40406767 Delhi: +91 11 26548089
Website: www.dmayellowworks.com

Celebrating festivals - The Real way!

The Situation
Real is a leader in the fruit Juice and nectar's market and was the first brand to launch gift packs in this category in Northern market and met with reasonable success. To leverage the novelty & variety factor, Real has been rejuvenating their gift packs range every year

The Task
To create gift pack range for Real Juices, integrating festive cues and visual representation of the brand, while communicating the "Health & Goodness" proposition of the product

DYW Solution
DYW extended the "Fruit Wave" brand element on the packs to create designs with "Celebration" & "Ganesha" as core thought. For the Rakshabandhan pack, same Fruit Wave were extended to create a rakhi to cue the specific festival
Overall a seamless Integration between the brand & festive cues with premium imagery for the packs was achieved


Contact: Mumbai:+91-022-40406767 Delhi:+91 11 26548089
Website: www.dmayellowworks.com

Great Gifting by Nestle Selections

The Situation
Chocolate gifting during festive season is considered as a safe gifting
option due to its connect with all age groups and the symbolic "meetha"
value being built into the category
Nestle Selections is one of the major brands in this space and given the
nature of the category, they keep rejuvenating their range to bring in
newness

The Task
Nestle Selections gift pack range to be created such that it carries occasion specific cues. Also should have a premium look and feel to enhance the perceived value of the pack.

DYW Solution
We created a design that communicates festive cues and yet can be extended as a generic non-occasion specific gifting option. Light, ribbon & colors were used to infuse festivity.
Subtle usage of colors cued premiumness and the Chocolate pool was used to add to the appetite appeal

Contact: Mumbai:+91-022-40406767 Delhi:+91 11 26548089
Website: www.dmayellowworks.com

DYW Packaging Structure Innovation creates impact beyond Design for Mortein

The Situation
The electric mosquito repellent category is seeing a lot of packaging innovation from players like Good Knight and All Out. Given the various substrate and structure innovations by these players, the Mortein Electrical pack seemed to be low on premiumness and accessibility cues.

The Task
Innovative packaging structures were to be suggested, keeping the practicality of the Indian retail market distribution in mind, to cue premiumness and enhance size impression for Mortein electrical pack.

DYW Solution
DYW created an own-able structure that is clutter breaking and in keeping with logistical constraints, The structure shape aligned with the key graphic elements and thus enhances the shelf throw as well
Price point for the brand communicated effectively through the header unit, A unique side of pack provides room for additional communication with graphics that draw consumer attention to the new enhanced Mortien, even when stacked flat.

Contact: Mumbai:+91-022-40406767 Delhi:+91 11 26548099
Website :www.dmayellowworks. com

The 100% Breakfast plan!

The Situation
Tropicana 100% was looking to launch a campaign with the new proposition of "Let's make breakfast 100%". Over and above advertising, the message needed to be conveyed at point of sale through an innovative solution

The Task
To communicate the new proposition "Let's make breakfast 100%" in an engaging manner across Modern Trade outlets keeping other brand guidelines in perspective

DYW Solution
We created a lobby kiosk which integrates the campaign's communication elements in a very subtle and effective manner, while keeping up with the premium imagery of Tropicana 100%. Over and above the graphics and structure design, a complete fabrication and deployment exercise for the same was carried out by DYW across 25 outlets in 6 cities.

Contact: Mumbai:+91-022-40406767 Delhi:-1-91 11 26548089
Website: www.dmayellowworks.com

Prevent, Protect and Cure ! New Nycil Logo and Structures

Nycil is the leader in the Rs.100 Cr prickly heat powder (PHP) market in
India.

The heritage brand has successfully adapted to the changing trends communicating prevention soothing and healing to fight prickly heat.

The Nycil brand needed a strong architecture revolving around the brands essence and positioning, with a vocabulary that bound the entire range, providing strong product differentiation.

The Cool Herbal variant also had to be designed to compete with other cooling PHP with a younger and livelier appeal

REDESIGN OBJECTIVES
To leverage the USP of soothing protection, contemporising the portfolio from the brand identity, mnemonics and overall brand architecture- In addition, complimenting this consumer category with cool and sensual feel from the previous aged cacti and prickly association.

The redesign was hugely successful with an inviting summer feel concept.

The sophistication of the new pack graphics gave the competition a prickly summer welcome. Budget conscious consumers too were lured at calm and refreshing feel of the talc.

Contact: Mumbai + 91-022-40406767 - Delhi: + 91 11 26548089
Website :www.dmayellowworks.com

Shark Tooth - Leading the pack

Diageo's recruiter brand, Shark Tooth which is positioned in the prestige vodka segment
has seen several upheavals in its marketing mix since inception. Recently the brand went for a
complete overhaul with its structure and graphics design.

Shark Tooth intending to carve itself a more definitive space in the prestige white spirits
market. The challenge for DYW was to reposition the brand for the whisky drinkers who were
looking for a change. The consumer currently sees the prestige vodka brands asinterchangeable commodity-like offering.
The goal was to double both the adopters and adorer bases.

Task at hand for DYW was to create a sense of stature, a story,
a myth to belong to by giving the current structure (form and substrate) a fresh look.
Taking inspiration from the confidence and boldness of the consumer and contrasting it to
the sharp taste in the smooth liquid, we created a silhouette to bring out the features
along with the angular broad shoulders to add to the masculinity and elegance of the bottle
structure.

In order to bring alive the 'shark' in the Shark Tooth, its ability to camouflage itself seamlessly in its environment and depicting the shark's most visible and attitude-evoking body part we defined the shark fin as an element in the bottle structure.

Thereby, creating a perfect cut across to bring out the force as well as optimized label space.

Contact:+91 -022-40406767
Website: www.dmayellowworks.com

Nycil extends from Prickly Heat Powder category to Skincare Talc space

Nycil Deo-Fresh

Nycil with more than 40 years of legacy is a market leader in the prickly heat powder category. The brand recently got revamped with new graphics and communication. Considering the equity of the brand and the growing talcum powder space, it was strategically decided to introduce the brand in this segment. Prickly heat powder segment is heavily affected by seasonality and the brand loses its presence in winters and other times except summers.

Hence, DMA Yellow Works was approached to create the brand extension. Nycil Deo-fresh as the name suggests is a fragrant refreshing talcum powder that promises to absorb sweat, fights body odour causing germs and provides de-odorising fragrance.

The objective was to build an imagery of “Summer Skin Health” talcum powder along with being contemporary by way of graphical design as well as structure design.

Our Approach:
We researched and derived design cues, visual hooks, forms, moods, colour codes and shapes by looking at the entire skin care products used ranging from sunscreen lotions, sweat absorbers to deodorants.

The Result:
Nycil Deo Fresh colours and swooshes communicate a refreshing and soothing feeling. The “chakra” mnemonic connotes the efficacy of germ-killing, fighting body odour and overall protection from bacteria. The two variants Aquamarine and Fresh Floral are best explained through distinct colours as well as droplets and floral rendition in the background. The structure has a unique shape showcasing style and modernity. Moreover, it is convenient for the user to hold the bottle because of the grip given on the sides. Inspiration for the slider mechanism is taken from the mobile phone camera slider (usually in Nokia) which is unique as compared to common roller. Overall the pack connotes maturity, modern-ness and effectiveness.

View this product in a television commercial.

For graphic and structure design, contact DMA Yellow Works