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Ray+Keshavan | The Brand Union – Packaging Credentials

Our work for some of the world’s best known packaged brands in the fields of
– Personal Care & Grooming
– Healthcare & Pharma
– Food & Beverage
– Dairy Products
– Liquor
– Tobacco

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Ray+Keshavan | The Brand Union – Packaging Credentials

  1. 1. Ray+Keshavan | The Brand Union Packaging Success Our work for some of the world’s best known packaged brands
  2. 2. Ray+Keshavan | The Brand Union Ray+Keshavan Ray+Keshavan | The Brand Union about
  3. 3. Ray+Keshavan | The Brand Union Rated by Economic Times as India’s Best Brand Design Company The Economic Times study 2008 and 2009 has rated Ray+Keshavan (R&K) as India’s No. 1 brand design agency. Respondents were drawn from a wide spectrum of industries and the parameters for rating were: • Ability to provide creative and strategic brand solutions • Ability to interpret and solve brand and business problems • Ability to provide solutions across the design spectrum • Quality and talent of people
  4. 4. Ray+Keshavan | The Brand Union
  5. 5. Ray+Keshavan | The Brand Union Who we are WPP’s global brand agency More than 35 years of brand building experience with 500 strategists, designers and researchers in 20 offices serving every major market This means that our clients benefit from the best of both worlds: a global network and knowledge pool combined with deep experience and deep understanding of the Indian context.
  6. 6. Ray+Keshavan | The Brand Union The Brand Union (TBU) Abu Dhabi Bangalore Beijing Cairo Dubai Dublin Hamburg Hong Kong Jakarta Johannesburg London Madrid Miami New York Paris San Francisco Shanghai Singapore Stockholm Tokyo Who we are
  7. 7. Ray+Keshavan | The Brand Union RESEARCH We help businesses uncover market, stakeholder and customer insights. DESIGN We bring brands to life through brand identity, product, corporate and digital branding and brand environments STRATEGY We help businesses to define the future of a brand; existing or new. EVALUATION W e help businesses m easure and assess the im pact oftheirbrand activity. ENGAGEM ENT W e partnerw ith businesses to unlock the potentialoftheir greatestasset- people. What we do
  8. 8. Ray+Keshavan | The Brand Union We work with industry leaders across sectors ! Automotive ! Art and Culture ! Banking ! Biotechnology ! Cement ! Education ! Fashion ! FMCG ! Food and Beverage ! Foundations ! Healthcare ! Hospitality ! Infrastructure ! Infotech ! Insurance ! Jewellery ! Liquor ! Manufacturing ! Media ! NGOs ! Petrochemical ! Pharmaceutical ! Publishing ! Retail ! Real Estate ! Telecom
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  11. 11. Ray+Keshavan | The Brand Union Personal Care & Grooming
  12. 12. VLCC approached us in 2011 to re-design the packaging across their personal care portfolio. The new portfolio, being more vast and extending across more ranges and categories, needed a face-life as VLCC planned entry into modern retail. We worked with VLCC to do a full portfolio structuring under a new personal care brand called VLCC NATURAL SCIENCES. We created a comprehensive brand architecture including new range development. Across over 10 ranges, we designed packaging for 158 SKUs that has transformed the VLCC Personal Care brand. PROJECT SCOPE Portfolio structuring Brand Architecture New Range Development 158 SKUs Packaging Design Brand led business growth 2011-2012 Ray+Keshavan | The Brand Union
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  15. 15. Ray+Keshavan | The Brand Union Fair&Lovely In spite of being the world’s largest-selling brand of skin care products Fair&Lovely (FAL) looked extremely dated in its packaging and retail presence. The brand was also under-leveraged in terms of variants and extensions. Our 360 degree transformation of the brand - including new packaging and visual merchandise - resulted in dramatically improved appeal, especially among younger consumers. As part of the engagement, we also developed a series of highly successful variants that carried FAL’s tremendous equity to newer market segments.
  16. 16. Ray+Keshavan | The Brand Union Before...
  17. 17. Ray+Keshavan | The Brand Union ...After
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  23. 23. Ray+Keshavan | The Brand Union Fa Fa is amongst the best-known brand of body care products worldwide. Its portfolio covers categories ranging from deodorants and shower gels to soaps and new segments like foam soaps. TBU carried out a major rationalization leading to successful relaunch of the range in Europe. Our work for Fa won the iF product design award in 2006. Furthermore the yogurt shower gels received a ‘Product of the Year’ Gold Medal.
  24. 24. Ray+Keshavan | The Brand Union FMCG
  25. 25. Ray+Keshavan | The Brand Union FA DEODORANTS Awarded ‘IF Product Design Award of the Year 2006’
  26. 26. Ray+Keshavan | The Brand Union Right Guard Relaunch of the Right Guard portfolio with five sub-ranges for the UK market in 2007. The development of a range structuring design-pattern, the logo modification and the powerful new packaging design strengthened shelf impact.
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  29. 29. Ray+Keshavan | The Brand Union Medimix Medimix, one of the oldest skin care brands in southern India is based on traditional herbal formulations. Though it has an exceptional legacy of trust, it was fast losing market market share in the face of newer, more aggressive brands. As part of our engagement we redesigned the entire product range including launch of a series of three variants.
  30. 30. Ray+Keshavan | The Brand Union Before...
  31. 31. Ray+Keshavan | The Brand Union …After
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  34. 34. Ray+Keshavan | The Brand Union Himalaya Established in 1934, the Himalaya Drug Company has a wide range of herbal therapeutic and personal care products. Redesign of their range of personal care products was one of the key parts of a brand rejuvenation project we undertook for them.
  35. 35. Ray+Keshavan | The Brand Union The old Himalaya identity
  36. 36. Ray+Keshavan | The Brand Union Before... ...After
  37. 37. Ray+Keshavan | The Brand Union
  38. 38. Ray+Keshavan | The Brand Union Extending the brand to its retail experience
  39. 39. Ray+Keshavan | The Brand Union Veet Reckitt Benckiser’s repositioning of its depilatory brand Veet to a beauty must-have provided an opportunity to shift perceptions from pharmaceutical to feminine beauty. The brand’s packaging was inconsistent across the portfolio. TBU revitalized packaging across Veet’s global portfolio of 57 formats to reflect and reach out to Veet’s aspirational customer: a confident, vibrant, fashionable woman around 25 years of age. By refining the brand architecture, all formats work as one family that offers choice through clearly differentiated variants.
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  41. 41. Ray+Keshavan | The Brand Union No7 Boots marked 70 years of its iconic cosmetics brand, No7 with the biggest makeover in its history, including 290 new and improved products and a complete overhaul of the brand’s logo and packaging. TBU was asked to create a complete look and feel for the new No7, from substrate, colour and finish, to range navigation, language and the logo design. We recreated Boots’ No7 brandmark in line with the brand’s new positioning, ‘Confident Discovery’. The iridescent packaging conveys depth and luxury, complemented by the sensual shape and simplicity of the packaging.
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  45. 45. Ray+Keshavan | The Brand Union Kiwi By defining and anticipating a new approach to brand communications through visual and verbal language, inspired by fashion and cosmetics, and identifying shoes as real fashion accessories, we were able to produce a pack design for Kiwi, the world’s leading brand of shoe polish, which appealed to female consumers who take pride in their appearance.
  46. 46. Ray+Keshavan | The Brand Union Healthcare & Pharma
  47. 47. Ray+Keshavan | The Brand Union Himalaya (healthcare range) Established in 1934, the Himalaya Drug Company has a wide range of herbal therapeutic and personal care products. They commissioned R&K in 2000, to help them create a brand that would be accepted across geographies and cultures. The program addressed multiple issues and resulted in a complete makeover of the corporate brand, now renamed Himalaya Herbal Healthcare. All product packaging and retail environments were redesigned and the new brand now sells in over 70 countries
  48. 48. Ray+Keshavan | The Brand Union Re-inventing The Himalaya Drug Company from this. . .
  49. 49. Ray+Keshavan | The Brand Union To Himalaya Herbal Healthcare, now a household name in India …To this
  50. 50. Ray+Keshavan | The Brand Union From this…
  51. 51. Ray+Keshavan | The Brand Union …To this
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  57. 57. Ray+Keshavan | The Brand Union Communicating the brand experience of wellness
  58. 58. Ray+Keshavan | The Brand Union Extending the brand to its retail experience
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  61. 61. Ray+Keshavan | The Brand Union Protinex Protinex was a predominantly prescription-led brand that was being relaunched as a mainstream health supplement. R&K | TBU designed the base pack, creating extensions to different formats like sachets and bag-in-boxes. From a stand-alone product, Protinex has become an umbrella brand that includes flavour variants as well as variants for specific consumer clusters.
  62. 62. Ray+Keshavan | The Brand Union From this…
  63. 63. Ray+Keshavan | The Brand Union …To this
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  65. 65. Ray+Keshavan | The Brand Union Protinex for children Following the success of the Protinex makeover in India, we worked with Dumex to create a brand variant for China specially meant for children. Based on extensive research, we designed the packaging and visual merchandise for the new brand taking into account the unique sensibilities of the Chinese market.
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  67. 67. Ray+Keshavan | The Brand Union Nutrakids We also worked with Dumex to create a new brand of weaning cereals for the Malaysian market for which we designed packaging.
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  69. 69. Ray+Keshavan | The Brand Union Farex One of the oldest baby food brands, Farex is almost synonymous with its category. Like many older brands, Farex too was in need of rejuvenation to make it appeal to a new generation of customers. We designed a new identity for Farex, fresh and informative pack graphics and lively in-store displays.
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  72. 72. Ray+Keshavan | The Brand Union Bangalore Pharmaton Boehringer Ingelheim commissioned TBU to evolve a harmonized positioning platform for Pharmaton. Following extensive research and explorations we arrived at a key ‘global consumer insight’. With the unique personality of the brand defined, we developed a brand identity toolkit that outlined ‘on-brand’ logo usage, colour palettes, typeface and imagery styles as well as tone-of-voice guidance. We also developed global packaging guidelines and a product brand architecture manual.
  73. 73. Ray+Keshavan | The Brand Union GSK - Panadol GlaxoSmithKline approached us to create a unified positioning across its European markets for Panadol their popular analgesic and reflect it across their packaging. As part of the project we also created a series of protected and trademarked visual elements. Detailed guidelines were evolved for implementation.
  74. 74. Ray+Keshavan | The Brand Union Bangalore 75 Doppelherz System TBU worked with Queisser Pharma on their Doppel Herz brand. The challenge was to articulate its brand architecture with ‘System’ as a self-reliant brand under the Doppel Herz umbrella. Taking into account the fact that the line is distributed exclusively through chemists shops, a clear-cut medical look was used. To communicate the systemic way in which the preparations work we employed a series of ‘key visuals’. In the case of Gelenk700, for example, the key visual is a sphere of activity in which the three active ingredients mesh with one another.
  75. 75. Ray+Keshavan | The Brand Union Food & Beverage
  76. 76. Maiya’s Bevrages and Foods commissioned Ray+Keshavan|The Brand Union to create a new brand portfolio and packaging  – the work has encompassed brand strategy, segmentation analysis, brand architecture   competitive positioning, logo, look and feel and brand guidelines. To this end, we developed an integrated concept and created the packaging design for over 100 SKUs, ranging from ready to eat, spice blends and instant mixes.   The key challenge was to ensure the new brand was compelling, contemporary yet retained the heritage that was so well associated with the Maiya's brand. The new brand had to appeal to / attract the younger target audience while at the same time retaining its loyal older audience.    Our vast knowledge and understanding of modern and conventional retail helped us device an impactful solution that balanced visual aesthetics and functionality. We created a design which allowed for larger real estate allocation for the food shots with an expressive visual device. This helped create on shelf visibility. Carefully hand crafted fonts and the logo bought in the aspect of authenticity and trust. Very simple cooking instructions with nuances and special tips ensured that the pack not just sold the product but also helped consumers cook the food with the same joy with which it was intended to be prepared. Recreating the Magic 2011-2012 Ray+Keshavan | The Brand Union PROJECT SCOPE Portfolio structure Brand architecture 100 SKUs Identity Design Packaging Design
  77. 77. 2011-2012 Ray+Keshavan | The Brand Union
  78. 78. 2011-2012 Ray+Keshavan | The Brand Union
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  82. 82. Our approach to designing the two new Mirinda flavor variants was inspired by feelings evoked in consumption moments - “every drop of Mirinda does something” The two brightly colored bottles jump right off the shelf with their lively, fizzy bubble-emoticon designs that evoke feelings of fun and mayhem. We named these two variants ‘Orange Mango’ and ‘Orange Masala’. With this we built a brand story that would still connect firmly with the mother-brand (Mirinda Orange) by coining the term ‘Pagalpan3’ – a play on the Hindi word ‘Pagalpanti’ meaning ‘mayhem’ with a pun implying the three flavors in the Mirinda portfolio. Mirinda’s Diwali Dhamaka PROJECT SCOPE Brand architecture Variant Naming Design (Bottle labels and Cans) Activation 2011-2012 Ray+Keshavan | The Brand Union
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  84. 84. Ray+Keshavan | The Brand Union Kissan Generations have grown up with Kissan; it is one of India’s best loved brands. Hindustan Unilever charged us with rejuvenating this old favourite to make it appeal to a new generation of consumers, and take the brand to new product categories and innovative formats. The first step was to create a new Kissan brand flag that had resonances of the much loved older one. Based on the brand values of ‘larger than life’ and ‘wholesome’, we extended the new brand across multiple categories. On hitting store shelves, market shares for Kissan skyrocketed almost instantly; a direct reflection of the success of the rebrand.
  85. 85. Ray+Keshavan | The Brand Union From…
  86. 86. Ray+Keshavan | The Brand Union …To
  87. 87. Ray+Keshavan | The Brand Union Old packaging
  88. 88. Ray+Keshavan | The Brand Union And the new
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  94. 94. Ray+Keshavan | The Brand Union Bru Bru is one of India’s largest selling coffee brands. The larger Bru portfolio includes strong individual brands such as Deluxe Green Label. R+K | TBU was commissioned to create a Bru Masterbrand that would straddle all types of coffee (Instant, Ground, Gourmet, Flavoured etc). The project involved redesign of the Bru brand and packaging across five different categories of coffee, some with flavour variants. More than 30 SKUs were designed across formats (pouches, jars, sachets and cartons).
  95. 95. Ray+Keshavan | The Brand Union From this From…
  96. 96. Ray+Keshavan | The Brand Union …To
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  99. 99. Ray+Keshavan|The Brand Union Bangalore
  100. 100. Ray+Keshavan | The Brand Union MTR An iconic food brand in South India, MTR needed to reinvent itself to address changing consumer aspirations and expand into pan Indian and global markets. The project involved rebranding MTR, rationalizing their portfolio, and redesigning more than 300 SKUs. This extremely challenging task covered 17 different product categories, each targeted at differing consumer groups. After a year of launch, MTR captured over 70% market share in its flagship categories of convenience foods.
  101. 101. Ray+Keshavan | The Brand Union From…
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  103. 103. Ray+Keshavan | The Brand Union MTR - Brand architecture We evolved a clear brand architecture for MTR’s large and rather diverse varied product range. For each category we designed packaging, and carried it across multiple SKUs
  104. 104. Ray+Keshavan | The Brand Union The MTR Ready To Eat packaging before redesign
  105. 105. Ray+Keshavan | The Brand Union And after
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  111. 111. Ray+Keshavan | The Brand Union Annapurna The Annapurna brand had failed to make an impact in the market on its initial launch. Hindustan Unilever (HUL) approached The Brand Union to evaluate what Annapurna should stand for and then shape a new strategy that extends across packaging and retail. On relaunch the Annapurna range has grown to be one of HUL’s best performing brands.
  112. 112. Ray+Keshavan | The Brand Union From…
  113. 113. Ray+Keshavan | The Brand Union 107 …To Annapurna Atta before and after
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  115. 115. Ray+Keshavan | The Brand Union Annapurna Salt From…
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  117. 117. Ray+Keshavan | The Brand Union Tasseo Tasseo - which means a cup in French - is the premium international tea brand of Gunung Slamat one of Indonesia’s largest tea companies. Our involvement extended from naming and brand strategy to packaging design and environmental branding. On launch it has become the top selling foreign tea brand in a number of major markets.
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  120. 120. Ray+Keshavan | The Brand Union Vitoil was new product launched by COFCO, one of the largest import-export companies in China and owners of some of the country’s top product brands like Great World wine, Le Conte chocolates, Fortune oils and Soliva olive oil. For Vitoil our work included brand strategy, naming, visual identity and packaging design. Vitoil
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  122. 122. Ray+Keshavan | The Brand Union e2 Coca Cola engaged us to create an identity and packaging for their new breed fruit flavoured energy drink e2. A brand that takes a new dimension in flavour, the challenge was to accentuate the benefit of its ingredients in a dynamic way. Our solution was to use a fruit explosion. The can is represented as a silver taste grenade, full of explosive flavour seen as darting fruit bombs in their own flavour-packed universe. This was rendered in a hyper-real way to accentuate the ‘extreme taste experience’.
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  125. 125. Ray+Keshavan | The Brand Union Linée Linée defined a new category as a functional refreshing drink which reduces appetite between meals. The brand identity we created communicates the product idea in a subtle way: a waisted bottle shape, a feminine look & feel and an associative name.
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  127. 127. Ray+Keshavan | The Brand Union Dairy Products
  128. 128. Ray+Keshavan | The Brand Union Mother Dairy One of Asia’s largest milk producers and a leading dairy products brand, Mother Dairy had a diffused brand strongly associated with ice cream category. With a dated identity and poor product presentation the brand was losing market share against multinational entrants. R+K rebranded Mother Dairy making it contemporary while retaining its wholesome, good-for-you values. The project covered multiple products including milk, cheese, butter and ice-creams. Six months after re-launch, Mother Dairy reported 25% top line growth across categories.
  129. 129. Ray+Keshavan | The Brand Union From this…
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  132. 132. Ray+Keshavan | The Brand Union Ice-cream carts, before and after
  133. 133. Ray+Keshavan | The Brand Union Cravendale In a category owned almost exclusively by own labels, Cravendale is the leading branded milk in the UK. It enjoys several real advantages over its competitors. A unique filtration system used during pasteurization makes it the best-tasting milk on the market. It also has longer shelf-life, thanks to its opaque packaging. TBU worked on a project to redefine the brand and leverage these advantages. The new design route based on nature tied it firmly to their positioning ‘so good the cows want it back’ to build dramatically increased shelf throw and brand recall.
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  136. 136. Ray+Keshavan | The Brand Union Brunch Brunch is one of Europe’s favourite convenience food brands. TBU worked on a project to reposition the brand and expand its usage occasions to the area of cooking. The new swirl-design communicates the product’s creaminess whereas the spoon and bread imagery explain the multiple possibilities to the consumer. The colourful and imaginative designs bring variety to the classic brunch assortment
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  139. 139. Ray+Keshavan | The Brand Union Campina Based in the Netherlands, Campina is one of the worlds largest dairy cooperatives. Known for innovation in branding it has a range of ‘No fat / No Added Sugar’ products successfully redefined as ‘lifestyle alternatives’. TBU has helped Campina translate this position across a range of product packaging, retail displays and brand collateral.
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  142. 142. Ray+Keshavan | The Brand Union Crème Bonjour In 2007 we worked on a project to rationalize the brand portfolio for this popular European cheese brand specifically for the Scandinavian market. The designs combine Scandinavian clarity with appetizing food images. All three segments now belong clearly to the same family but differentiate precisely within their own range.
  143. 143. Ray+Keshavan | The Brand Union REFERENZEN
  144. 144. Ray+Keshavan | The Brand Union Hollandia Chi Limited is Nigeria’s largest manufacturer of packaged beverages and snack foods. We worked with them to redesign their Hollandia and Chi Exotic ranges. The project involved brand strategy and packaging design.
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  149. 149. Ray+Keshavan | The Brand Union Laughing Cow Recognized the world over by its cheerful mascot, Laughing Cow is positioned as a healthy children's snack. We work globally on packaging for the brand and a whole range of brand collaterals, experiences and communication.
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  151. 151. Ray+Keshavan | The Brand Union Liquor
  152. 152. Ray+Keshavan | The Brand Union Haywards 5000 Haywards 5000 is SAB Miller’s strong beer brand in India with high alcohol content. We designed a strong, new look driven by the brand’s macho image. On launch with the new packaging, sales shot up by an impressive 32%!
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  154. 154. Ray+Keshavan | The Brand Union Indus Pride SAB Miller called us in to develop the brand identity for its new, premium, 100% malt beer. The name Indus Pride reflects the fact that the brand was specially developed for young urban market in India. We evolved a vibrant and distinctively Indian visual language that drew instant attention and made the brand stand apart.
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  157. 157. Ray+Keshavan | The Brand Union Peroni Focussed towards exploiting the full potential of its Peroni brand by launching it worldwide, SAB Miller asked TBU to overhaul is image and identity. We evolved a distinctive and compelling positioning underlining the unique brewing process, fine quality natural ingredients and unmistakably Italian character. New brand communication, promotions, points of purchase and, specifically, primary packaging were design to maximise the brand’s full potential.
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  160. 160. Ray+Keshavan | The Brand Union Bangalore Club Colombia While relaunching of premium beer brand Club Colombia, our ambition was to take the brand to the status of a national icon. Immersion in the Colombian culture and heritage revealed the ‘Tunjo’ - the traditional symbol of the ancient Muisca people of the highlands of Colombia, renowned craftsmen and highly skilled goldsmiths. With this as a core element, supported by a nationally-relevant gold and red palette, we developed a rich language across packaging and environments
  161. 161. The Brand Union Bangalore
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  163. 163. Ray+Keshavan | The Brand Union Bangalore Sommer Our work for this iconic aperitif brand involved redesigning packaging and making it more contemporary even while retaining its rich legacy. We extended the distinctive theme across their entire range of variants.
  164. 164. Ray+Keshavan | The Brand Union Talisker Against a background of increasing global demand for whiskey, Diageo identified an emergent young male market with distinct taste appreciation. The Talisker brand was felt to be the best placed to tap into this market. On being approached to design new packaging to reorient the brand, the challenge we faced was to communicate the heritage of the brand and yet appear contemporary. Our solution was to create a visual link with the island of Skye where Talisker is distilled. The pack graphics thus gives expression to the craggy coastline of Skye.
  165. 165. Ray+Keshavan | The Brand Union Sauza TBU was commissioned to redesign packaging to clearly position Sauza Hornitos and Sauza Conmemorativo as ‘pure tequilas’ and thus differentiate it from competition. The distinctive new designs we came up with reflected values of clarity and purity and cued their premium pedigree. It also helped create a more unified look between the these two varieties of Tequila
  166. 166. Ray+Keshavan | The Brand Union Johnnie Walker We have worked with Diageo on packaging design for Johnny Walker Blue, Red and Black Label whiskeys. We were also engaged to develop structural and package design for Johnnie Walker Gold Label as well as a special 1805 Anniversary Limited Edition of Blue Label. For the latter we crafted a replica writing case housing an engraved bottle, an inventory of the estate and effects of John Walker. The case is completed with a reprinted book of Alexander Walker’s original recipe book and an antique fountain pen which we individually selected from local antique shops.
  167. 167. Ray+Keshavan | The Brand Union Martell The Brand union were engaged to develop an upscale variant of Martell, the world's finest cognac. This included brand strategy, naming and design of structures and packaging. The distinctive, bottle and rich, wine-colored packaging that complement the golden copper-colored tones unique to the brand, Martell Noblige represents a new generation of cognacs and a new standard in the category.
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  169. 169. Ray+Keshavan | The Brand Union Absolut The original design of Absolut was by Hans Brindfors, now Creative Director of TBU’s Stockholm office. Over the decades this iconic brand has reinvented itself continuously, always staying true to the core idea. Many creative contributions continue to add to the brand’s richness, gaining enormous design recognition across the world, with the bottle always being the hero. From sketches on the bottle to the little medallion depicting L O Smith (the godfather of Absolut) this brand has become one of our most published pieces.
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  171. 171. Ray+Keshavan | The Brand Union Grover Grovers was India’s first world-class wine label. With vineyards located not far from Bangalore, it was a very special experience for us to be part of this project. Working closely with the owners, we helped define the brand personality and translated it across their packaging. On launch, Grovers garnered a great deal of attention and drew the world's leading champagne house, Veuve Clicquot Ponsardin, to purchase stakes in the venture.
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  173. 173. Ray+Keshavan | The Brand Union Malibu Malibu has arguably the most exciting personality of all rum brands in the world. In our long association with the client we have developed the entire gamut of the Malibu brand experience. This includes packaging, promotional merchandise, branded environments and accessories.
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  177. 177. Ray+Keshavan | The Brand Union
  178. 178. Ray+Keshavan | The Brand Union Tobacco
  179. 179. Ray+Keshavan | The Brand Union Swedish Match Swedish Match, market-leaders in smoke-free tobacco products, cigars, pipe tobacco and lights products engaged us on a project to redesign their flagship premium brand, General, without alienating its existing customers. In a second engagement we helped Swedish Match develop Onico, a niche brand for tobacco chewers (snuffers). Following its launch, Onico is fast on its way to becoming the market leader in its segment.
  180. 180. Ray+Keshavan | The Brand Union Bangalore
  181. 181. Ray+Keshavan | The Brand Union Bangalore
  182. 182. Ray+Keshavan | The Brand Union Dunhill BAT- one of the worlds big three international tobacco manufacturers bought Rothmans International from Rembrandt and decided that the brand Dunhill required a total re-birthing to position it, in the 17-35 age sector of the market. TBU were selected from several international design to put Dunhill through our Kinetic Branding process. The process includes the design of merchandising units, new packs and all other retail experience items.
  183. 183. Ray+Keshavan | The Brand Union Bangalore
  184. 184. Ray+Keshavan | The Brand Union Bangalore Davidoff TBU developed a revolutionary new language in shape and packaging for Davidoff. The design transfers Davidoff´s brand personality and heritage of sophisticated Havana Cigars to the cigarette category.
  185. 185. Ray+Keshavan | The Brand Union Bangalore TABAK
  186. 186. Ray+Keshavan | The Brand Union Gold Flake The opening up of the Indian economy in the 90s saw the emergence of a more discerning customer who had access to the best international brands. In this scenario, ITC approached us to redesign the packaging of Gold Flake its flagship premium cigarette brand. Matching word-class standards, the new pack was widely recognized for its design as well as innovation in production techniques.
  187. 187. Ray+Keshavan | The Brand Union Bangalore
  188. 188. Ray+Keshavan | The Brand Union Thank you

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