The background files...
Along with their Dairy Products brand Pratibha, Chavan Group of Companies was planning to launch their premium Ice-cream line in the Pistachio, Chocolate and Strawberry flavours. They wanted to create a distinct ice-cream brand that would click in the market without using the clout of the umbrella brand or the company directly. They summoned our services on the job.
• Product Line Naming: We decided to kick-start our maneuver with a smart yet simple name for the client’s ice-cream product line. We worked on the very simple and deep insight that ice-cream transforms people of any age into children, and rekindles the young-at- heart spirit. In other words, ice-cream, truly, is the Heart Line, no matter where you are in the world, or what age! From this idea came the name – HARTLYN – a word that rings out with the essence of the words hearty, heartily and heart-line.
• Product Naming: We devised the product name “Creamy Cloud” to describe the product’s extra-creamy thick feel.
• Packaging Design: Instead of taking the usual (and now stone-cold) logo-and- product feature approach, we adopted a fresh approach to the packaging design itself. For the Pistachio flavour packages, we experimented with simple and personally appealing quotes that urged the user to enjoy the ‘child-like’ moment by binging on the ice-cream.
Armed with a friendly likeable name and packaged with an equally lighthearted design, Hartlyn’s irresistible packs are stealing hearts, creating innocent desires and selling faster than hot cake!