Wild Stone goes premium

Charming and enigmatic—a shift for Wild Stone for its most premium range


Kolkata-based FMCG company McNroe Consumer Products Pvt Ltd, is the name behind two of India’s leading deodorant brands Wild Stone and Secret Temptation. Wild Stone entered the market of fine fragrances with its latest launch Wild Stone Code. The marketing strategy was handled by Futurebrands, and the packaging design was created by Itu Chaudhuri Design, who have been McNroe’s packaging design partners since 2010.

2The deodorant market of 2016 witnessed a new premiumising influence: hybrids that combine the value of aerosol deodorants and pricier pump-based containers of liquid perfumes (albeit in aluminium cans). An attempt to ride two horses: value and the intangible promise of a fine fragrance. Into this market arrived Wild Stone’s Code, with its superior, designed-in-France fragrance

Brand Thinking

With Code, the Wild Stone brand takes a step back from portraying primal aggression to claim the refinement associated with more perfume-like deodorants. The packaging aimed to resolve the contradiction while retaining Wild Stone’s core equity of a quiet but intense masculine magnetism.


3We took a bold move to break the convention by creating an all-white pack in a sea of black. It cues its premium character and heightens differentiation by standing out on a shelf dominated by the gentlemanly blacks and deep colours of the competition.

We created a ‘panelled effect’ through the ‘Code’ lettering, which extends beyond the front of the pack and onto the two adjacent sides. This affords retailers to display the packs in a way that reveals the entire lettering and also increases the products’ prominence by providing relief from the visual clutter of a modern retail shelf.

Wild Stone insiders will note the downplayed scratch marks, now distantlyn respectful of its lineage but no longer dominant. A shift for the brand, in a more energetic direction that allows it to venture into a new brand thought.

– Text and images by Itu Chaudhuri Design

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