THEBRAND What does your company / organisation do?
Patanjali Ayurved Limited is an Indian FMCG company. The company manufactures mineral and herbal products. Patanjali is the fastest growing FMCG Company in India.
What is your company’s history?
Baba Ramdev established the Patanjali Ayurved Limited in 2006 along with Achary Balkrishna with the objective of establishing science of Ayurveda in accordance and coordinating with the latest technology and ancient wisdom.
What are the goals?
The goal is to come up with a new range of products under the same brand that is new and not yet in the market, so as to achieve maximum yield.
What is the overall goal of the new design project? According to Patanjali, all the products manufactured by them are made from Ayurveda and natural components. The company manufactures 444 products including 45 types of cosmetic products. We would like to make an addition to it by introducing a line of – Hygiene products.
What are you trying to communicate and why? This new launch is a range of 5 completely herbal, eco-friendly, skin friendly fragrances that would be available as: Roll-ons, intimate wash, body mists, hand sanitizers and wet wipes.
How do you differ from your competitors? There are a lot of brands selling similar products, but our forte is that all of the products are completely natural and the range of fragrances are also unique. Apart from the fragrances, they also render benefits to the skin. Also the products are pocket friendly, at comparatively lesser price than its competitors.
TARGETMARKET What are your target market’s demographics? Age: 18 – 45 years Gender: Unisex Income: Average to higher income group Geography: Hot and humid climatic zones
What are your target market’s psychographics? Tastes: Fashion forwards Attitudes: Conscious about the recent trends Lifestyle: Keeping at par with the technological advancements
THENARRATIVE What copy needs to be included in the design? As it is an Indian brand the main language for communication shall be Hindi. English shall be the second language. The copy shall be written keeping in mind the target group and the type of product we are trying to sell.
Who is providing the copy and images? The copy shall be provided by the copywriter from within the design team. All images used have to be photographed and not sourced from any stock image website. For the prototype it may be used, but for the final advertising, packaging, etc. photography is mandatory, if images are to be used.
What pictures / photographs need to be used? Keeping in mind the essence of the brand and the range we are coming with, we need to keep in mind the Indian temperament. Images need to be very appealing and engaging. Any kind of image that has connotations attached to it shall not be considered.
THESCOPE What kind of a logo do they need? The logo needs to have that Indian-ness attached to it, be it a type treatment, an image or both. Colours of the brand need to be strategically developed keeping in mind the type of brand we are working for.
What are the formats of deliverables? As per the brand requisites, the formats shall vary from print media to web versions as well as a complete identity package. For Example: brochures, letterheads, posters, visiting cards, wrapping papers, cards. Web presence shall be made prominent for this range. Web Banners, animated advertising shall be looked at. Also Facebook, Snapchat, Twitter, Instagram shall be used to do promotions. Regular advertising shall be done through these platforms.
THESPECIFICATIONS
THELOGO How is the brand identity done? The name of the brand is : MOH, meaning to become stupefied, to be bewildered or perplexed. The range we are planning to launch has that aura of divinity through the selected fragrances. So the name very well establishes the idea of mesmerising its user through its smell.
What is the idea behind logo? The logotype is a stylized alphabet from the Meithei script, which is pronounced as: Moh. To achieve the required look for the logo, it was handmade and then digitized to attain the perfect grid, so as to be able to be used as per our convenience. The Meithei language is the predominant language of the ancient India. From the 11th century onward, it was written with a distinctive syllabic alphabet called Meithei Mayek. In order to represent a vowel , it follows other Brahmi-derived scripts by adding diacritical marks around the letter to modify the inherent vowel. However, in Meithei, there is a single letter to denote word-initial vowel, and diacritical marks are added to it to change it into another vowel.
THEGRID As the logo is derived from an ancient script there is a certain amount of hand drawn effect to it, so it is important to put it in the grid, so as to ease the usage in digital formats for future use, in various other formats.
4/5’ LOGO : Postcard Booklet A4 format A3 format Presentation
50 PIXEL LOGO : e-newspaper web banners 72 PIXEL LOGO : web page
THETYPEFACE Bodoni Bk BT is a serif typefaces first designed by Giambattista Bodoni in the late eighteenth century and frequently revived since. Bodoni’s typefaces are classified as Didone or modern. Bodoni followed the ideas of John Baskerville, as found in the printing type Baskerville increased stroke contrast reflecting developing printing technology and a more vertical axis but he took them to a more extreme conclusion. Bodoni had a long career and his designs changed and varied, ending with a typeface of a slightly condensed underlying structure with flat, unbracketed serifs, extreme contrast between thick and thin strokes, and an overall geometric construction.
THEPALETTE India has always been exalted and remembered fondly as the country of symbolic colors. Because of the obvious diversity in its population, India is home to myriad interpretations and representations of symbols and colors. Colors represent different emotions to people living in different regional, geographical, and religious divides. Thus it was extremely important to select the proper array of colours so as to be able to target a larger mass.
THEPACKAGING Keeping in mind the existing packaging of the brand, a lot has been modified. The brief has been maintained and as per the positioning of the brand a new and innovative packaging option has been given to the user. The look of the packaging is fresh and appealing to the customers. It would appeal to them from a aesthetic point of view. It is simple and elegant and doesnt have too much complications attached to it. Four simple types of bottles are created for the different products keeping in mind the type of usage. Also that it is a FMCG brand it needs to be durable and easy to handle. Taking a leap from the traditional Indian style of packaging, this unique style has been created.
A product of Patanjali Ayurveda Limited
A product of Patanjali Ayurveda Limited
Kimsuka INTIMATE
Kimsuka BODY MIST
Kimsuka
150ml
150ml
ROLL ON DEO
Kimsuka
50ml
50ml
SANITIZING
Kimsuka INTIMATE
Kimsuka BODY MIST
Kimsuka
150ml
150ml
ROLL ON DEO
Kimsuka
50ml
50ml
SANITIZING
Ghunapriya INTIMATE
Ghunapriya BODY MIST
Ghunapriya ROLL ON DEO
150ml
150ml
50ml
Ghunapriya SANITIZING
50ml
Ghunapriya INTIMATE
Ghunapriya BODY MIST
Ghunapriya ROLL ON DEO
150ml
150ml
50ml
Ghunapriya SANITIZING
50ml
Arusa INTIMATE
Arusa BODY MIST
Arusa ROLL ON DEO
150ml
150ml
50ml
Arusa
SANITIZING
50ml
Arusa INTIMATE
Arusa BODY MIST
Arusa ROLL ON DEO
150ml
150ml
50ml
Arusa
SANITIZING
50ml
Kathilla INTIMATE
Kathilla BODY MIST
Kathilla ROLL ON DEO
150ml
150ml
50ml
Kathilla SANITIZING
50ml
Kathilla INTIMATE
Kathilla BODY MIST
Kathilla ROLL ON DEO
150ml
150ml
50ml
Kathilla SANITIZING
50ml
Ashwagandha INTIMATE
Ashwagandha BODY MIST
Ashwagandha ROLL ON DEO
150ml
150ml
50ml
Ashwagandha SANITIZING
50ml
Ashwagandha INTIMATE
Ashwagandha BODY MIST
Ashwagandha ROLL ON DEO
150ml
150ml
50ml
Ashwagandha SANITIZING
50ml
Kimsuka
dha
Ashwagan
a Ghunapriy
Kathilla
Arusa
Kathilla A product of Patanjali Ayurveda Limited
dha
Ashwagan
a Ghunapriy
Kimsuka
Kathilla
Arusa
Arusa A product of Patanjali Ayurveda Limited
Kathilla
Kimsuka
MOH
Kimsuka
Kathilla
INTIMATE
INTIMATE
150ml
150ml
a Ghunapriy
Arusa
MOH
Arusa
Ghunapriya INTIMATE
INTIMATE
150ml
150ml
THEBUDGET Providing a budget prevents designers wasting valuable time and resources. Providing the budget upfront also allows designers to know if the project is going to be worthwhile to complete.
TIMESCALE The designer needs to be given a detailed schedule of the project and set a realistic deadline for the completion of the work. We should take into account the various stages of the design project such as consultation, concept development, production and delivery. If there’s an advertising schedule to follow, a blog calendar or deadlines for a publication, it needs to be followed