Park Avenue – the flagship brand of Raymond Consumer Care has been in the market for a long time with an extensive portfolio of men’s personal grooming products across multiple categories: soap, shampoo & conditioner, deos & perfumes.
Its Beer Shampoo product launched around 2016, had not made any significant inroads into the category despite its unique beer-based formulation that should intuitively attract and connect with the core intended target audience – urban youth.
Over the past five odd years of its existence, several shifts have taken place across the men’s personal grooming category. While the product intrinsically evoked a sense of uniqueness and intrigue due to its “beer-based hair care” proposition, the brand packaging did not seem to do adequate justice.
To compound problems, an explosion of new brands were actively cultivating the emergent men’s grooming category – typically, new age, digital-only brands that had increasing influence on the TG due to their premium, modern packaging and the promise of “chemical-free”, “good-for-me” value propositions.
At a product level, several product line and category extensions were planned for the brand’s hair care portfolio in an effort to address new need spaces and revitalize the brand. EBD was entrusted to come up with new design philosophy & architecture that would help drive a brand refresh, reinstate consumer relevance while paving the way for future portfolio expansions.
Clearly, Park Avenue Beer Shampoo packaging was out of sync with new, consumer expectations of brands in the category. Also, the design architecture was limiting possibilities of product line & category extensions for the brand.
The prevailing design language had several shortcomings:
A) Lack of clear variant messaging – variant name & RTBs unclear.
B) The Park Avenue brand was lost in the “visual clutter of sameness” – with the association of Beer Shampoo with the master brand diluted.
C) The design was mot conducive to messaging “natural nourishment” – abstract semiotics, chemical/ industrial looking and a tad blingy.
EBD revamped the pack design architecture & language to:
1) Enable stronger association of Park Avenue with Beer Care.
2) Maintain overall visual equities established – orange/ black/ metallic colour palette, Park Avenue logo & strong “Beer” branding.
3) Make the design architecture more fluidic, youthful, premium and one that lends itself to the planned portfolio expansion.
4) Create pack messaging that cues “natural ingredients” based values & strengthens product RTBs.