MARKETING BRANDING & DESIGN
Packaging Series / Campaign
Hansaplast, a trusted brand of Beiersdorf, is a leading producer of superior quality plasters and offers high-end innovative solutions for wound healing and pain relief. Hansaplast’s strong belief in innovation prompted it to introduce in India a new category of designer plasters especially for kids. It chose to partner with WOW Design to create the brand identity, styling and pack design. The brief was to create a pack design for the Hansaplast Junior Range Bandages in a fun and interesting manner that will appeal to the TG who were kids in the age group of 4 – 14 yrs. The plasters under junior range are designed such that the kids can flaunt them almost like a tatoo. It has variety of interesting designs and the packaging design needed to evoke curiosity and impulsive desire to pick the product. It had to communicate the vibrancy and fun, related to the usage and flaunt value of the product. The product range was sorted in 4 sub categories basis the behaviour in kids: BRAVE that reflect the Daring , STYLE - Patterns , style, clothes , fashion trend, what kids wear , HOBBY that encapsulates games, play, daily fun activities , EXPRESSION that illustrates the lingo that the kids use. The task also included of naming the variants basis the subcategories. Design Solution: The basic study showed that in India the category for kids’ bandages is at its nascent stage. After an in-depth research on how kids relate to wounds, we learnt that a painful injury can be spotted through a different perspective. Therefore, we thought of an optimistic approach in the context of getting hurt or wounded.. We wanted to make the process of healing, more fun and interesting as a child often seeks cheering up from his friends and family when wounded. The core design thought was thus to bring out the best of childhood; unabashed fun and courage to keep going on. The competent nature of today’s kids, their aspirations and daily activities played a pivotal role in building up the “Never give up “concept in terms of branding and its variation.The product has been tactfully weaved into the story on each pack through illustrative design and certain elements are highlighted via 3D extrusions. This was a sure fire way to attract the kids and in turn their parents in an impulsive manner.