VelocitaBrand: Case Studies

Brand Strategy & Identity

Overview Freeze drying is an innovative method to preserve the flavour of a natural product while extending shelf life for up to a year—without any additives, whatsoever.

Frubites brings this natural goodness to the Indian market.

Research & Insights Our research threw up several scenarios that offered white space for the product: as a nutritive breakfast add-on, be it cereals, desserts or bakes; an on-the-go pick-me-up; or a tasty, healthy snack alternative to harmful salty or sweet snacks.

Pineapple

Strawberries

Banana

Mango Alphonso

Chikoo

Positioning Tasty crunchy and, filled with the flavor of fresh fruit, Frubites is a category maker - a natural snack option crammed with healthy nutrients that current snacks just cannot deliver.

Value Proposition Tasty, healthy snack option with no preservatives or additives.

As a snack it packs crunch and flavour and can be enjoyed anytime, anywhere.

Packaging The product demanded it to be isolated from direct sunlight as well to avoid it being crushed while transportation. Therefore we decided to take a hard box container.

Secondly, it was necessary that the product doesn’t look like the current format of chips. Hence we decided not to go with a pillow pack.

Thirdly, our research showed us that a brown box color packaging gives a feeling of premium-ness. Hence the corrugated type material used in the packaging.

So the overall packaging was derived from these facts that we found from market research.

Communication Design Having identified our target market as upmarket, well travelled consumers, our design language needed to communicate our promise clearly. We took a minimalistic approach, with lots of whitespace and vibrant red accents to communicate the product's premium-ness and connect with our target audience.

We decided to take an illustrative route for all the communication, to make sure that everything else is in the background and the product takes the centre stage.

We have created a style guide which can be extended for all types of communications going forward.

Communication Design

Outcomes Our branding and positioning has helped the brand get through the kind of premium distribution network that the brand demanded, For eg. The mecca of gourmet food – Foodhall, Hypercity, and the likes of similar super stores.

And also major hotels like Conrad, Hilton, Westin, Meridian, etc.

Frubites is also currently on e-commerce platforms Amazon and Flipkart.

Brand Strategy & Identity

Overview When this 100+ year old soft drink brand decided to expand their market they realized that they needed to abandon the archaic aesthetics and glass bottles by which they were recognized and their brand equity judged.

Approach Based on findings from our e-surveys and customer interactions, we rejigged Ardeshir's brand architecture to create new and discrete brands for desi, and western flavours. Thus were Chaatka and Melo born.

Design Separate labels were also designed for each brand, with elements and typographical styles that brought out the full-bodied desi style of Chaatka, and created a cool and suave look for Melo.

The designs will be extended to cover all other communications, including branding of vehicles, merchandise and point of purchase material.

Packaging Design

Outcomes Our new identity allowed the brand to upscale their perception in their target market and demand a premium for their products.

The pet bottle idea also ensured that the transportation of bottle become further easy and less expensive (considering the breakage with glass bottles).

Currently the client is settling up the pet bottle plant and the new branding is expected to be launched in the new financial year.

Brand Strategy & Identity

Overview Amazon was doing a lot of BTL activations for new sellers registrations. Although new seller registrations do happen, but on an average there was a 21 days lag between registration and launch (i.e. actual selling on the platform).

Amazon team eagerly wanted to bring this down.

Strategy: Time to launch is of the essence. If the process from registration to launch could be made hastened, sellers would get on-board faster and thus see sales coming in sooner.

Concept

Launch in 60 minutes Tatkal Express a mobile van decked out and ďŹ tted with all the equipment needed to get a seller registered and launched in just 60 minutes

Design Route We designed the van - outside and inside - to excite attention and incite curiosity.

To this end, we designed the wrap of the van’s exteriors with arresting graphics and emblazoned decals and stickers with messages hinting at the superb opportunities that awaited within the van and on Amazon’s platform.

Outcome In the first 17 weeks, Tatkal Express managed to notch up more than 600 seller launches.

There is a good jump from weekly launches and registrations prior to the initiative.

The launch of Tatkal Express also won conveage from major publications and news channels, like: Economic times, Hindu Business Line, Business Standard, Times of India, Deccan Chronical and UNI India.

We make promises that we keep. If you are not sure of what we can do for your business, do contact us as we love inspiring collaborations. We'd love to hear from you.

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