Hindustan Unilever Limited

Taking a smart leap through innovative adjunct product line

Expertise included 
Research
Strategy
Brand Communication
Packaging Design
 
 

The Challenge

While the brand Surf Excel is leading the Indian detergent category, there was a need felt to expand its portfolio further. With the surge of misc products catering to specific needs, Surf Excel was delivering strongly on the core need of tough stain removal only. The brand team was working on several innovations to respond to this need and two products based on strong insight was chosen to bring to the market.

 

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

The Indian market has a mixed bag of washing processes. The set of products lined under the Smart Solution sub-range were devised to suit the users across. Hence our approach was to build a visual identity that adds to Surf Excel visual equity than splitting it further with new colours, to begin with. The house colour of Blue hence was the answer.

 

The codes of sophistication and lean operation (to kill the notion of hectic chor) were brought through contemporary font style and minimalist pack design, iconography and a dot matrix pattern cueing the microscopic efficient action. Overall a parallel drawn from the most admired and popular category of electronic products that are penetrating each of our lives with increasing capacity. Hence the design solution was devised from the visual to experiential level delivering sophistication to the end-user. Indeed this approach was ell received and worked for the brand.

Let's Talk...

Google Pin icon 01

The Neon Project
701, Stellar Tower,
V. N. Purav Marg, Diamond Garden,
Chembur East,
Mumbai 400071