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 prestigevodkabrands 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.
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.
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 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.
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 thepositive 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…
We have a European client who has christened the Indian market as a Bottom of the Pyramid market. Meaning a high volume, low value market. So – they are investing very little in the market, throwing a few products in, with no customization to local tastes, and hoping it sticks. An incredibly wasted opportunity to become relevant in what is one of the largest markets in the world.
This abhorrent phrase always conjures up a vast populace of the low means and even lower spending power. It has been at least 5-6 years since the late CK Prahlad sexed up this demographic with a tantalizing fortune attached to it. The premise: If bite sized products or services were offered to the largest but the poorest section of population, the overall volumes could be very high, yielding higher absolute profits. Examples of Rs. 2 sachet packs of shampoos, Rs.5 colas, small size toothpastes and soaps – and all similar initiatives of bringing the unit size and price down are considered to be initiatives to capture the bottom of the pyramid.
This is a completely top down view of things and a belief that ‘our’ products and aspirations are the same as that of a very large population – and that they want to be like us. While there is no question about the fortune at the ‘bottom of the pyramid’; there is a missed opportunity by not identifying the products and services that fulfill needs and aspirations – rather than simply being the ‘down-market’ or dumbed down versions of the top and middle of the pyramid products. There are no brand or market solutions here – that can result in tangible results in a new and exciting marketplace.
Being economically poor does not mean being knowledge poor and if offered products that can bring value to their lives, they will, like all consumers see the need. I am aware of no research done by a marketer to identify product opportunities here. Inventions such as floating bicycles – that can cross streams, navigate floods and local terrain with equal ease and are low cost; nano-tech water filters that miraculously transform sludge into crystal clear safe drinking water; terracotta refrigerators that don’t use electricity and cost Rs. 2500; a non-stick pan made of terracotta again at Rs.50 – are all examples of products with tremendous potential that have found no brand exponents with a real will go for this fortune at the BOP.
The micro-finance opportunity has shown the world how empowerment and profits can go together. Respecting and understanding consumer needs is what successful marketing organizations should do. Sadly, the bottom of the pyramid has remained an ‘us’ and ‘them’ distinction.
We, at DMA Yellow Works– have worked on designing products. While the ubiquitous shampoo sachet is very much a part of what we do, designing a mobile phone for the blind is the sort of work that really gets us going.
Sugar Free is well known and has a strong equity when it comes to health and low-calories. Sugar Free launched a powder mix iced tea in the market under brand name D Lite but it resulted as a non mover. There were two reasons for the same. One that powder mix format had a low shelf life and hence not profitable considering the supply chain. Secondly D lite was a carbonated drinks brand which was again a non mover because the consumers were moving away from carbonated to non carbonated drinks. The big idea hence was to launch a ready to drink iced tea called Tea Lite which would appeal to the youth and fitness freaks.
