KESHAYU – A CASE STUDY

BRAND IDENTITY, PACKAGING DESIGN & MARKETING COLLATERALS

OVERVIEW 

One of the time-proven methods to create a discrete brand identity is to analyze, think and deliver. We did the same for an herbal shampoo. The FMCG segment is competitive with space for most of the brands. ‘In the eyes means in the minds of the customers is the golden adage. Moreover, to place the brand on a unique pedestal, a strong brand positioning is as vital as making the brand available on the shelf. 





THE CHALLENGE



Everything about the herbal shampoo was a daunting challenge. The reason being – the product was yet to be manufactured, only bottles were finalized. The first priority was to design its brand identity from the scratch. The other challenges being create a distinct shelf-space owing to which the brand is launched into the market and in the minds of the consumers. The product being raw, nameless it had to be named appropriately.



THE INSIGHTS


One of the crucial insights was the world including India, was opting for natural products. People of late are realizing the importance of going back to their roots. Ayurveda, the 5000-year old science of life was becoming popular again. The consumers, young and the old, vouched acknowledged this ancient treatise which also contains the beauty secrets for hair, skin and overall body.


BRAND IDENTITY AND BRAND STRATEGY


Our key insight of people opting for herbal products laid the course the brand strategy. The first step was to\ coin a name for the herbal shampoo which was distinctly Indian, in fact Sansrkit. We aptly named it Keshayu, meaning ‘Kesh’ (Hair) Ayu (life) in Sanskrit one that reflected the ancient wisdom for hair. We then conceptualized its brand identity with colours that complemented its Shikakai, its dominant ingredient. Overall, the from the design perspective, it looked in sync with its herbal contents. We then launched an ad campaign to bolster the newly created brand – ‘Keshayu’.




THE OUTCOME


We received rave reviews of the newly launched brand for its visual identity. Right from the client to customers, everybody appreciated its sleek and impressive design. Customers noticed Keshayu in the clutter of other prominent brands. Made available through Vikas E-Seva, its company it became a great success.



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