Positioning a new brand in Developed Markets - Packaging Design for a new natural mosquito repellent range for an SME

1. Case Study
Research, Design Thinking, Ethnography
C A S E 1
Positioning a new brand in Developed Markets
Packaging Design for a new natural mosquito repellent range for an SME

2. Positioning a new brand
in Developed Markets
After almost 26 years of creating high quality Ayurveda Products, Agrow Pharma, a family run
business found itself in a new marketplace rife with competition. In response, the company
decided to re-examine its packaging- the key driver being induction of younger generation of the
family in the company.
Thinking Threads worked with the company on their brand identity, and packaging for a new
product launch of Zeromos. The new boxes debuted in sections of U. P, Bihar beginning of June
2014 and the pouches are being rolled out across north India.
T H E C H A L L E N G E
T H E A P P R O A C H
Packaging Design
for a new natural
mosquito repellent
range for an SME
C A S E 1
Since 1988, Agrow has prided itself on
producing Ayurveda products which are
known for their high effectiveness in the
consumer base. Yet over the decades,
while Agrow greatly expanded its
offerings, and there seemed to be a lack
of emphasis on the visual appeal, visual
coherence across products. Being an SME,
while its loyal client base was intact,
expanding into newer markets meant
creating a visual reliability factor.
Agrow asked Thinking Threads to help
create its new brand Zeromos and sell the
story to wider demographic for whom
repellent was a requirement but
awareness about naturalness was not.
The new packaging would have to
improve the offering without alienating
Agrow' s loyal customers base
Research
Thinking Threads began it work by focusing its
efforts on research at the first stage. A in-depth
Competitor Study and Shelf Study helped position
the brand in the competition matrix. Defining the
persona of the target audience helped in keeping
the project rooted.
Defining the problem
After round of discussions with the various
stakeholders we learned that the brand could
differentiate itself by crafting a strong point of
view—one that cultivates and celebrates the
naturalness of the product and yet projects an
accessible product. Along with the Agrow team we
drafted a design brief that was clear, appropriate
and aspirational
Ideation
The visualizations for the product came together
to create unique concepts for the product.

3. The brand could differentiate
itself by crafting a strong
point of view—one that
cultivates and celebrates the
naturalness of the product
and yet is an accessible
product.
T H E S O L U T I O N
The new packaging ties together all the
concept of healthcare and family safety
together. Each box features bold graphic
elements like a larger, easier-to-read
logo, use of icons to express the features.
The compelling visuals are to reduce
cognition load on the target user who is
not conversant in reading.
The box comes in English and Hindi
version on two sides of the open flap
structure.. This product comes in three
formats: lotion, spray and disinfectant.
Currently, Zeromos lotion boxes are
standing out stacked on store
shelves—winning over consumers and
retailers alike.
Thinking Threads is continuing to
collaborate with Agrow to tell their
brand story through their other range of
products.