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Govind Milk and Milk Products Pvt. Ltd. is a renowned milk product manufacturer based in Phaltan, Maharashtra, with market presence of its product bucket in and outside the state. Powerful competition in the milk sector (in general), and the flavoured milk sector (in particular), prompted them to invite our services to renovate their overall brand image and raise the aesthetics of their products.
The client was seeking a complete strategic and creative shift to the premium urban market. The
challenge was to aid their products to break out of their existing traditional design mould, and compete
effectively on the shelf. They needed to change their entire brand identity to attract attention from a
fun-loving youthful customer profile. We came up with a five-step plan for them:
• Brand Design: We completely redesigned the company’s corporate identity from a town-ish look to an uncluttered one giving weight to the company’s name. To boost transformation of the brand, we suggested a tag-line that encapsulated a fresh, youthful, and new-age promise aimed at modern families – “Good Morning to Good Health”.
• Product Naming & Package Design: The client’s product spectrum included a host of products including Milk, Ghee, Shrikhand, Amrakhand and Skimmed Milk Powder. While we created clean and creative designs for these products to stress the buoyant brand image clearly, we suggested the name FunZZ for their Flavoured Milk product. We also suggested a new trendily fashioned bottle for a smart on-the- shelf appearance. Using an illustrative style of package design in bright and vibrant colours, we brought a youthful charm to it, reflecting a Cool personality, connecting with the young-at-heart target audience.
• Promotional Event:We designed a grand celebrity-backed event to officially announce the transformation of the Govind Brand and the new product aesthetic persona it was promising.
• Public Relations: We undertook a dedicated and focused Public Relations exercise to unveil the revamped brand identity and products look, while announcing the new brand image and promise. From designing strategically worded press releases through coordinating with newspaper media persons to organization and execution of the press conference, our team was able to give the entire brand refreshing exercise an elegance, direction and speed.
• Outdoor & Print: To take the media buzz forward and extend brand and product visibility, we designed an extensive outdoor campaign, comprising marketing on bus shelters and public transport, using celebrity appeal.
The focused 360-degree strategic and creative branding exercise we designed created a modern image for the company and its product brand in the market, visually distinguishing it from competitors, connecting with their customers, and conveying its new promise in a firm, yet smooth and non-intrusive manner.