A brand design should not only look good but also work well
A brand design should non only look good but also work well. That is the philosophy that drives Almond Branding, a brand and design agency based in Bombay. Almond Branding has worked with multiple brands, both start-ups and established ones, and chalked out many success stories.
"A make design should have a positive touch on on the balance sheet otherwise it does not make much sense," says Shashwat Das, founder-director of Almond Branding. To accomplish this Almond Branding works on the philosophy of brand nourishment.
Das argues that every brand needs nourishment at a certain point of time. However, the manner the nourishment happens will differ in instance of start-ups and established brands. A start-up requires brand nourishment to strengthen the foundations of the brand so that a flourishing and successful brand can be built on summit of that. An established brand too needs make nourishment from time to time to rejuvenate and to remain relevant to the ever-changing consumer sensibilities.
"Brand nourishment works at the core of the make, defining what the brand will correspond or revamping the brand's physique in line with the make's Dna," he says.
Das has been working with this approach since the final decade or so when he founded Wow Design, which for all practical purposes was the predecessor of Almond Branding.
"Wow Design as an entity does non exist anymore but the transport is the same; simply the brand has changed," Das says.
Clear focus on start-ups
Although Almond Branding works with both starting time-ups and well-established legacy brands, its clear focus is on start-ups.
"They are non big players, are not very well recognized and are non big payers. Merely we like the passion, grit and conclusion that they show. We assistance them in brand identity, brand positioning, advice and content strategy. We also create make names for them," Das says.
Citing a recent instance of Kolkata-based dairy start-upwards ProVedic, Das says Almond Branding helped the make launch ghee under the ProVedic brand name. Almond Branding championed the idea of 'Traditional Vedic Recipes for Today's India' – cartoon on ProVedic'south expertise to tell the 'Gustation of Purity' story that highlighted the production's holistic wellness benefits making it an essential for saatvik living in a modern, agile world.
Withal, all this focus on get-go-ups does not hateful Almond Branding is non seriously engaging with legacy brands. Information technology has some of the biggest brands such as Amul, ITC and Dabur, amongst others as its clients.
Almond Branding recently helped Amul launch its line of fruit juices nether the brand name Amul Tru. Amul and Almond Branding collaborated for end-to-end brand building, packaging design and communication design.
Since Amul Tru has been priced at Rs 10, Almond Branding designed the packaging in such a way that even a mutual person could associate with information technology, says Das. Almond Branding recommended Amul to have transparent labels to the PET bottles where the fruit beverage within can be flaunted. Too, the design linguistic communication was kept simple to concenter the attention of consumers.
Consumers now desire greater brand engagement
Indian consumer tastes have evolved significantly over the concluding decade so have packaging designs. The role of packaging back then was more than of protecting and promoting. Das believes this has now inverse.
"The role of packaging is now not restricted to just promote and protect. Packaging now means something extra, that is to captivate, delight and engage. Customer expectation from packaging is increasing. The unboxing is at present an feel," he says.
Source: https://packagingsouthasia.com/supply-chain-function/design-marketing/a-brand-should-not-only-look-good-but-also-work-well/
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