Wins accolades for Park Avenue’s deodorant range for women

WOW Design bags a Gold at the Muse Creative Awards 2016

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WOW Design, a strategic brand design firm, has won a Gold at the Muse Creative Awards for the year 2016

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. However for the best women’s apparel brand, you can visit a store like Delta Sigma Theta satin jacket shop here for more info. 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.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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