Emami Gold Branding by Top Creative Agency in India
Making Emami shine in Bangladesh.
Emami, with its resident equity in the Bangladesh market, wanted to launch a greenfield brand that would challenge competition across various categories, one of which being hair oil.
Aha was assigned the task of designing the packs for the hair oils for the market. We had a dual objective: winning on the shelf and securing a prominent place in the consumer’s mindshare.
MAKING EMAMI
SHINE IN
BANGLADESH
Emami, with its resident equity in the Bangladesh market, wanted to launch a greenfield brand that would challenge competition across various categories, one of which being hair oil.
AHA was assigned the task of designing the packs for the hair oils for the market. We had a dual objective: winning on the shelf and securing a prominent place in the consumer’s mindshare.
INJECTING AHA IN THE IDEAS
During our research, two key discoveries unfolded.
Discovery 1:
Most brands typically showcased the main ingredient in a single image without much emphasis on shelf impact and mostly relying on legacy.
Discovery 2:
There was a lack of clear benefit differentiation between different variants, making it challenging for consumers to distinguish the advantages of one variant from another.
TAKING THE IDEA TO THE CONSUMERS
Packaging:
Our aim was to win the first moment of truth and trigger trials. We wanted to ensure that the design nudges the product from consideration to preference.
The benefits were kept upfront while a model with the category semiotics model was highlighted. The presentation of fresh ingredients heightened the herbal equity, emphasising safety without harmful chemicals. Bright hues, fresh ingredients, clear messaging and bold typography were used.
The label’s architecture facilitated a natural flow of the eye, carefully designed to seamlessly guide from the brand name to the core benefits, all conveyed within a brief span of less than 3 seconds.
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