India

2016

Creating Park Avenue deodorant range for women, with the must have 'Femme Panache'

Entrant Company

WOW Design

Category

Marketing Branding & Design

Client's Name

Sub-Category

Packaging Single

Park Avenue, JKHC's premium apparel brand is recognized for its exclusive offering in the western formal wear for men and women. Although it has a wide range of apparels for women, the brand had a strong association only with men. To widen the target segment, the brand intended to launch a deodorant for young women to acquaint them with the brand at an early stage. Hence WOW Design was appointed for packaging design of the deodorant range for young women. Decoding the fashion trends and the personality traits of young women, the design was an outcome as the perfect amalgamation of "Fashion" and "Freshness". Fashion illustrations were integrated as an intrinsic part of the design to bring in the style quotient. Variant names were strategically coined to establish an instant connect with the young women and also to perceive it as the reflection of their own personality. The brand name was given greater weightage and was placed vertically on the pack design. The "8 hour freshness lock" and fresh, vibrant colour codes for variant reflected the"Freshness" quotient and also provided a strong shelf throw and differentiation.

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