We made this presentation for client "Nagani Group of Industries" in 2011. This represent Brand Identity Design & Development, Packaging and Advertisements.

1. Presentation by
Brand Identity
Try-O

2. Design not only solves
a problem,
it also adds value.

5. When you add value you
can command a premium.

6. Premium-ness turns a brand
into a badge
and a status symbol
that appeals especially
to the youth.

7. Finally,
and most important:
Design is a tool to
keep a brand relevant.

8. A couple of examples where
design has made or unmade the
fortunes of a corporation.

9. Motorola
The inventors of cellular
phones were fighting a losing
battle against Nokia.

10. Until one new model, MotoRazr had Nokia running.

11. Imitation is a sign of fear.

12. Design to the rescue!
It can turn around entire
businesses.

13. When television arrived,
the visionaries proclaimed the
death of the book.

16. When video players arrived,
the pundits proclaimed
the death of the movie.

19. Flashback

20. In 1950s, when laundry was done predominantly with
laundry soap bars and was a chore that everyone hated,
Surf was launched, as the first detergent powder in India.
The laundry was never so easy; with surf’s extra power,
everyone was Happy. Surf was also the first national
detergent brand to be advertised on television. Surf
offered consumers significantly better clean clothes, with
much less effort and ‘superlative whiteness’.

22. In 1970s, With the launch of lower priced brands, the
challenge for Surf was to justify its premium by educating
consumers how it was still economical than others.
Surf introduced ‘Lalitaji’, a no-nonsense, smart,
independent, prudent homemaker, who is conscious of her
budget and yet will never compromise on the quality of
products that she buys.

24. In 1990s, Times changed, and so did Surf. Early 90s saw
the emergence of concentrates and mid priced powders
in the Indian market and Surf excel again led the
way to superior washing performance by launching Surf
Ultra with enzymes technology.
In a new and unprecedented way Surf Ultra reaffirmed its
superiority by saying ‘Daag Dhoondhte Reh Jaaoge’
(Keep looking for the stains). This was the reflection of
the self confidence of Indian homemakers who were
ready to challenge anyone to find a fault with their choices
or with their laundry!!

26. 2005 till date – Daag Acche Hai!, Our consumers have
always been taught to believe that dirt is bad and we turned
the belief on its head by proclaiming Daag Ache Hain
(dirt is good) based on our understanding of the
relationship shared between a mom and her child.
We believe every stain a child brings home is an experience;
a value learned in process of getting dirty! “Daag Achhe
Hain” champions the theory that if a child learns something
and gets dirty in the process, then those stains are “good”.
We have translated this philosophy into many heart-
warming commercials over the years making “Daag Ache
Hain” a common belief across the country.

27. We asked two questions
to people
at Navi Mumbai

28. Who cares if Surf Excel goes out of
business next week?

29. One women raised his hand.

30. Who cares if Surf Excel goes out of
business next week?

31. Most of the women’s raised their hands.

32. Being relevant.

33. To the environment

34. To the business

35. To the customer

36. Adaptation and evolution are
key to survival.

37. Back to business.

38. • The Try-O is the new product of detergent powder.
• The Try-O think make a mark in competitive market.
• Today we have bigger ambitions.
• To compete not only with small business brand but also
with leading national and international brands.
The Background

39. • BRIGHT WHITENING
• INSTANT DIRT REMOVER
• CONTAINS STAIN REMOVAL FORMULA
Your Brief

40. Understanding Audience

41. Colours that stand for Warmth,
Caring, Family, Affection,
Attachment, Water and are Earthy.
For Example: Blue, Yellows, Reds, Browns, Orange
and Sunshine Gold
Colour Palette Associated
with Sense of Belonging

42. Creating Try-O Identity

43. Route 1: Option A

56. Stacking up our new identity
against competition

58. Route 1: Option B

66. Colour Palette

68. What Our Colours Mean

69. Blue
Peace, tranquillity, calm, stability, harmony,
unity, trust, truth, confidence, conservatism,
security, cleanliness, order, loyalty, sky, water,
cold, technology, depression, appetite
suppressant.

70. Golden Yellow
Yellow is the colour of warmth, cheer,
sunshine and happiness. Gold, of wealth,
prosperity and ever-increasing value.
They are the colours of the sun and symbolise
life, youth and harmony.

71. Orange Red
The colour of excitement,
strength and passion.
It symbolises aggressiveness and
in the Indian context, sobhagya.

72. Ab dag hai to koi baat nahi

73. Why we think
Ab dag hai to koi baat nahi

74. For a woman, life is full of special moments from the
moment she has children. Watching her kids grow up,
taking their first step, uttering their first word…and the
joy of watching them, brings her to life. We believe every
stain our child brings home is an experience; a value
learned, in process of getting dirty!
Each day with every new experience, kids learn important
life lessons that help them develop values. As parents,
these morals and values are in the back of our minds,
often subconsciously, when we do things with our
children like bake a cake together, make a card for a
relative, or just let them play.

75. Thank You

76. www.phoenix360bs.com