End to end solution for the newest entrant in the Surf Excel Porfolio; Machine Drum Descaler

Hindustan Unilever Limited

End-to-end solution for the newest entrant in the Surf Excel Porfolio; Machine Drum Descaler

Expertise included

Design Research

Strategy

Nomenclature

Packaging Identity

Packaging Design

Digital Assets Creation

The Challenge

Surf Excel intended to broaden its horizons by entering one of the Indian market’s newest categories, Machine Drum Descaler. The brand team came to us looking for an end-to-end solution. They wanted a nomenclature, identity, packaging design and digital assets for the eComm launch.

The upfront challenge was to create a design that didn’t blend in with the laundry (fabric care) products.

The challenge was to give them a face that elevates the image of Surf Excel to the next level, outstanding than following the smaller products addressing specific needs.

The Solution

Through a thorough category scan, we soon realised brands have focussed on the machine more than the drum, also somewhere the competition shows the clothes that dilutes and blend the product with other laundry products.

We created packaging with a circular dot pattern running around the Surf Excel logo in a radial manner that added to the feel in a stylised manner. With an intent to simplify the usage of the product, we showed the drum as a separate visual; with before-after and tablets adjacent to it. A Magenta line element passing through the pack helped in building technology cues while helping highlight the specific areas The product name typeface added superiority and style as a signature.

Post Packaging, we started devising marketing assets for all three stages of the digital marketing funnel. We designed the comm assets that included supplementary images, A+ content and SXL Descaler explanatory video. More so to target the middle and bottom-funnel of marketing, we designed performance marketing assets that helped the brand team push the product brand to the TG. Overall, the brand team loved our thought-through solution throughout various touch-points.