Park Avenue, JKHC’s premium apparel brand is recognized for its exclusive offering in the western formal wear for men and women which is further extended into personal care products with a range of perfumes and deodorants. Park Avenue intended to launch a deodorant for young women. The category is much cluttered and there are a plethora of brands to choose from. The big challenge that WOW Design faced was breaking the clutter with a vibrant look and feel that appeals to young women. Fashion illustrations were integrated as an intrinsic part of the design to bring in the style quotient. The names of each of the variant were strategically coined to establish an instant connect with young women and also to perceive the reflection of their own personality. The brand name Park Avenue is given greater weightage and is placed vertically on the pack design. The ‘8 hour freshness lock’ mnemonic and fresh, vibrant colors reflect the ‘Freshness’ quotient and also provide a strong shelf-throw and differentiation.
Post studying the brand’s equity and the current standing, which was extremely strong in the men’s mind space and relatively nascent in the female consumer’s mind, WOW Design, as per the design thinking process redefined the objective as extending a predominantly men-centric brand, Park Avenue into the female grooming space, such that it could start building a connect with a new set of audience, in short ‘catch them young.’ The PA woman is confident and bold but not a rebel, carefree but not careless. Her grooming basket is empty without a deodorant and the multi-time utility nature of the product prompts its customers to carry one in their handbag as well. So if Fogg is for the ‘smart’ and Eva for the ‘elegant’ women, Park Avenue was to appeal to the ‘Women of Style’ bringing alive the core brand proposition of ‘Freshness.’ Hence to launch the brand, the packaging design needed to carry a high aspiration proposition and a language that she could associate her life with.
The team at WOW Design overwhelmingly said, “This is a moment of pride for us. Muse Creative Awards was a great opportunity for us to showcase our creativity. Winning a Gold at the prestigious Muse Creative Awards 2016 has been an achievement for the team. The Women’s deodorant category is coded with soft colors, floral graphics and swooshes. We categorically stayed away from the stereotypical cues and presented a bolder, color blocking approach along with fluid illustrations. It is this differentiated approach that has enabled the brand and its packaging to shout out to the women consumer of today.”
They further added, “We are happy that our work for Park Avenue’s deodorant range for women has been appreciated and feel motivated outdo ourselves on all fronts of branding, strategy and design to win more accolades in the near future.”
Packaging South Asia is the cooperating media partner for drupa 2016 which is scheduled to be held from 31 May to 10 June at Dusseldorf, Germany.