Contemporizing the packaging identity of one of India’s iconic consumer brands in tune with the emerging tastes and design sensibilities of the modern consumer

2. In-Depth Qualitative Research, Retail Observations, Packaging Graphics
Client: Bajaj Electricals
©LokusDesignPvt.Ltd.,Pune,2020

3. A part of the iconic Bajaj Group, Bajaj Electricals is driven to enhance the quality of life. With a strong
distribution network and market legacy of more than 75 years, the brand had been a leader in its industry.
With changing times, however, the brand felt a strong need to refresh its packaging identity in tune with the
emerging tastes and design sensibilities of the Indian consumer.
We partnered with the brand to decode its consumer and retail context and transformed its packaging
identity across product lines and price points making it more contemporary and aspirational without
compromising on its founding values.
©LokusDesignPvt.Ltd.,Pune,2020

4. Clean product shots with
attachments look visually
stunning
Close-up shots are
perceived as
technologically sound and
detail oriented
Modern Format Retailers
display products on
primary packaging
There is a very high recall
for the white strip and the
Bajaj logo, visible from a
distance
Information in mnemonics is
easier to understand and
hence liked by the customers
Busy backgrounds make the
product look dull
Customers typically like to
see, touch, feel the product
before buying
65
depth interviews of
customers, retailers,
and influencers
(electricians) from
across key markets
Observational
Research
Photographic
Documentation
In-depth Qualitative Research, Retail Observations
©LokusDesignPvt.Ltd.,Pune,2020

5. Trade and TG
Traditional Retail/ Wholesale Modern Retail
• Products plays an important role here
• Cartons generally kept under the products
• Huge variety, Customers interact, engage with the
products
• Packs of the products are always displayed under the
products
• Packaging comes into picture at the time of billing
Electricians
• Typically meant for electrical products, fans and
lighting
• Packaging is displayed on the shelf
• Typical TG- electricians, Customers etc.
• Cartons are placed on cramped shelves
• Mostly Customers know which brand to buy or else
trust retailer
• Cartons are placed on the road to attract consumer
• Packs are opened at time Customers comes in the
shop
• Packaging can be seen and can attract consumer
• Cartons are kept here and there at different angle
• Retailer is an influencer in buying decision
Trade Context Customer Profile Trade Context Customer Profile
• Sec B1, B2, C, D,
• Functional aspect should be
met
• Price factor is important
• Comes with a cost in mind
• Trust retailer
• Value for Money deal
• Packaging plays an important
role
• Packs are opened in front of
customers
• Sec A1, A2, B1, B2
• Experiential aspect is
important yet ready to
experiment
• Trusts past experience
• Flexibility in Price
• Comes with mostly a brand
in mind
• Aesthetics is important
• Packaging plays a secondary
role
• Interact with packs at billing
counter
• Sec D, E1, E2
• Performance and
Technical factor is
important
• Comes with a brand
• Trust brands still looks for
deals
• Warranty is important
• Not bothered about
Packaging
• Reads whatever written
on the box
In-depth Qualitative Research, Retail Observations
©LokusDesignPvt.Ltd.,Pune,2020

6. Customers go to the
electricals store in their
vicinity/based on past record
They already have a brand in
mind; notice a couple more
on shelf display
The retailer tries to influence
brand preference
Deal is sealed only upon
evaluating multiple options in
this manner
Package is opened; product is
touched, felt; features are
demonstrated, self verified by
seeing images on the pack
Tries to sell the products
which give better margins and
lesser complaints
A Typical Customer Journey: Traditional Retail
“We go to bigger stores to explore options… touch and
feel… And then we come here and ask for them- we
always shop here.”
Customer, Mumbai
“I don’t understand the technical specifications. I go by
demonstration, retailer’s advice and of course the price.”
Customer, Pune
“Almost all brands come in white. The problem is that
white gets spoilt soon and loses its appeal. So I have to
change my display frequently.”
Retailer, Mumbai
“Ever since I have joined, I don’t remember Bajaj changing
their packaging much. Customers end up seeing the same
old thing again and again over the years. Other brands do
it more frequently.”
Retailer, Mumbai
Verbatim: Traditional Retail
In-depth Qualitative Research, Retail Observations
©LokusDesignPvt.Ltd.,Pune,2020

7. Packaging Graphics Design: Mass Range_ Version 1
©LokusDesignPvt.Ltd.,Pune,2020

8. Packaging Graphics Design: Mass Range_ Version 2
©LokusDesignPvt.Ltd.,Pune,2020

9. Packaging Graphics Design: Premium Range
©LokusDesignPvt.Ltd.,Pune,2020

10. Connect with us:
17-A, Gandharva, Near Hotel Abhishek, Erandwane, Pune 411004, India
info@lokusdesign.com
+91 99210 44300