The Key to happiness. The brand’s origin traces back to the moment when a mother and grandmother were looking for personal care products for their newborn grandchild. Upset by the lack of trustworthy options—many claiming safety and herbal attributes without concrete assurance—they recognised a gap in the market. This concern extended beyond baby products, revealing a broader issue with adult personal care items following the same pattern of greenwashing and vanity certifications.
THE KEY
TO HAPPINESS
The brand’s origin traces back to the moment when a mother and grandmother were looking for personal care products for their newborn grandchild. Upset by the lack of trustworthy options—many claiming safety and herbal attributes without concrete assurance—they recognised a gap in the market. This concern extended beyond baby products, revealing a broader issue with adult personal care items following the same pattern of greenwashing and vanity certifications.
As Indians, when our strength lies in herbal wisdom, and there is so much knowledge around it, why were we not using that to offer products that are good for people and the world?
This realisation led to the creation of a brand that only offered truly herbal products that were also clinically tested.
AHA was tasked with transforming the concept into reality- identifying market opportunity and feasibility, developing the brand, identifying manufacturing partners, product formulation strategy and GTM.
INJECTING AHA IN THE IDEAS
In the pursuit of crafting a genuinely herbal product accessible to all, our team embarked on an extensive journey, delving into various aspects to ensure a holistic solution.
Discovery 1:
During our research, it became apparent that products designed for children lacked a focus on health, safety, and suitability for their specific skin types.
Discovery 2:
A staggering 90% of the existing products in the market were found to deviate from the herbal aspect we aimed to incorporate into our brand.
Discovery 3:
The prevalent approach seemed to be a generic “one-size-fits-all” strategy, with little to no consideration for the diverse needs associated with different skin types.
Discovery 4:
An alarming observation was the lack of clinically proven benefits in the majority of products, relying on mere statements and falling prey to greenwashing practices rather than substantiating their claims through rigorous scientific validation.
The idea of the brand was not to emulate others but to disrupt the market, an intention that the brand aimed to fulfil, ultimately resulting in consumer satisfaction.
This choice was not merely about creating a series of products; it was about providing a solution that went beyond fostering happiness.
This led us to the idea of the name of the company – Hapikey, which symbolised a solution that encompassed more than products; it ensured contentment, rooted in the confidence of maintaining healthy skin and the pleasure of using non-harmful products.
The focus was on deriving joy and wellness, making it a pivotal factor for happiness and overall well-being.
Aha kickstarted the process by playing a pivotal role in the formulation of the products, aligning them with current market needs and determining effective product types.
In this initial phase, our focus was on determining the purest manufacturing methods, helping in determining the ideal formulations and establishing a testing protocol for efficacy.
Parallely, we identified and collaborated with manufacturing partners, designed packaging, and facilitated the establishment of an online presence on e-commerce platforms.
TAKING THE IDEA TO THE CONSUMERS
Identity:
The Hapikey family:
Curious Peach for Kids was all about creating joy, infusing bath time with a sense of fun, and invoking a dreamy and curious spirit within them. The choice of “Peach” was deliberate, aiming to capture the cuteness that retains their innocence.
Saamya for Adults derived its name from Sanskrit, signifying equilibrium or balance. It successfully struck a perfect balance between harnessing the power of nature and incorporating the efficacy of modern science.
Hapi Shield, the wellness range, was formulated with plant-based active molecules and essential oils for safety and efficacy. The name “Hapi Shield” was chosen with a specific rationale in mind. “Hapi” is a play on the word “happy,” reflecting the brand’s commitment to promoting joy and well-being. The term “Shield” conveys a sense of protection and defence.
Formulation: The brand was centred around the core principle of ‘goodness,’ influencing every aspect of our operations. In collaboration with researchers and scientists, we dedicated a year of intensive work to manufacture clinically tested products.
Our strategy, termed Plantilligence, uniquely combines the wisdom of Ayurveda with the deductive and analytical approach of Modern Natural Sciences. This approach extends to testing and validating all ingredients and formulations clinically and scientifically, ensuring efficacy without animal cruelty. Additionally, Hapikey proudly holds various certifications, underscoring our commitment to quality and ethical practices in the industry.
Sustainability program:
Embarking on a humble journey for change, we proposed crafting products using herbal ingredients with a conscientious approach to packaging. Each purchase came with a self-stamped mono-carton, encouraging customers to wash and dry the empties, seal them in the carton, and drop them off at the nearest post office – a small but impactful step towards environmental well-being.
This sustainable process not only aided in reducing plastic usage but also anticipated the introduction of refill packaging. By returning used products, customers earned gratifying Hapi Coins – a collective effort towards looking good with goodness at heart.
Structure/packaging:
Consideration was given not only to how the products appear on store shelves but also on the bathroom or shower shelves of our consumers. Recognising that many consumers in metro cities may not have spacious bathrooms but rather modest corner shelves, our design and packaging were tailored to fit these practical and everyday settings.
D2C Strategy:
Our aim was to engage the digital forward audience in India through e-commerce platforms and our proprietary online channel.
We meticulously set up the entire online channel, incorporating features like A+ contents, dynamic content, and detailed product descriptions to optimise the brand’s visibility in terms of listing, ranking, and search results.
We liaised with offline partners such as Health and Glow, Spencer’s, and Food Hall. Also, we set up an online portal streamlining the purchasing process.
We ensured the products were readily available on popular e-commerce platforms like Amazon, Flipkart, Myntra, and more.
Communications:
We crafted their social communications to generate increased excitement and attention.
Technology:
The entire platform was designed on Oodo.
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