Growing Taller ! Complan packaging re-design

Enriched with 23 vital nutrients in balanced proportion Complan is the only nutritional supplement that promises superior height growth in children,it also stands for complete planned food in a drink.

AN URGENT REQUIREMENT

Complan was packaged in a glass bottle for several years, however the tallness of the bottle was the differentiator. Even while the competitors ( Horlicks, Boost , Bournvita) had moved on to softer and lighter mediums like PET bottles, Complan was shelved as bulky big bottle. The action to convert Complan to a friendly and contemporary format was an immediate mandate to DYW.

OUR ROLE

Study the category and understand the space that would be occupied to place the bottle on a household shelf or a retail shop Develop a structure that would resonate with the brand personality (Extra Growing Power) and create a visual vocabulary for the new packs.

THE GROWING OUTCOME

A tall strong structure, which highlighted the growth aspect of the brand (Physical and Mental). A creation of an ergonomic friendly pet Jar and graphics which set the new 'avatar' apart from the competition.

DYW through this engagement captured the Complan brand essence and promise through to market!

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

The Beauty Challenge - Shahnaz Husain Gold & Diamond Collection

THE DYW CHALLENGE

Beautifying Shahnaz Husain products like Herbal, Gold & Diamond were available under one name that was Shahnaz Husain , however none of them had an individual Identity or stood out effectively on the beauty shelf Apart from her signature and photograph, the brand lacked a visual hook.

Beauty being the focus of the brand, DYW created a signature monogram in addition to developing a visual architecture to create a family of premium stand alone products for the portfolio

For similar brand and packaging design solutions contact DMA Yellow Works.

Contact:Mumbai:+91-022-40406767 - Delhi:+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

Complan enters Toddler segment with Nutri-Gro

Complan Nutri-gro.

Mothers are always worried about their children’s health and growth during their adolescent stage. They are constantly in search of various food products that suit their children’s taste as well as provide nutrition. Since it’s about their child, mothers would never compromise on the quality and thus look for a trust-worthy option. Complan which already has a strong equity in the market in Nutritional food supplement segment had an opportunity to tap the toddler’s market.

DMA Yellow Works was approached for brand name and identity creation, packaging graphics and structure design.

The objective was to provide a scientifically formulated nutritional food supplement to children of 2+ years in three lovable variants: chocolate, Badam kheer and strawberry.

The challenge was to create a design which had seriousness, maturity, premiumness as well as some kiddy appeal to the graphics.

The Result: The Complan Nutri gro names connotes nutrition for the growing child and the design is well balanced by using gold for premiumness, teddy pictorials for kid appeal and the immunity mnemonic connoting scientific formulation. The mnemonic connotes immunity and vital nutrients such as DHA and milk protein for the child.

For brand identity and structure design, contact DMA Yellow Works.

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

Design Dharma & Design Karma - Thought starters on Design

Question1: Why do you become a designer?
Question2: Does design work as an enabler or a differentiator?
Question3: What kind of growth can you see taking place in the field of design in India?

Before I answer the above questions I would like to talk about new things which I have recently contemplated on; that I hope might answer all of the above questions

Look at Plastic Surgery; It’s also a type of design or designing. Many people are opting for plastic surgery with less hesitation; they don’t feel it’s wrong getting the surgery done to get the desired look. It shows that there is an innate need in every one of us to look good; grab others attention. I was thinking if there is anyway to tap that innate need? We all desire a house, car, clothes, hairstyle, etc to look better and better, even cutlery used in the kitchen should be functional as well as aesthetically good looking; isn’t that so?

To produce products or services that are high on functional value and high on aesthetic value, costs a little extra money. That cost needs to be borne by the customer. As and when the economy grows, people will have more money to spend on such products and services. That eventually triggers the positive spiral for designed products and services.

Design is a broad word, in a way this whole existence is a big design, God is the designer. Everything has a reason to its existence in this existing world; it has functional as well as aesthetic value too.

Humans have always believed in modifying nature according to their needs, he/she has certainly been successful in various areas. But still there is a long way to go... Design Plays a Major role in that effort…

Contemplated by Dharam, Edited by Kimberly

If your brand needs design attention, feel free to contact DMA Yellow Works>