HE DUO, Emami Ltd.

“Design innovation, Passion, Agility, Adoptability & Speed comes in mind when we talk about Designlipi. Winning design of Magic Duo could only be possible due to close partnership between Designlipi and Emami team through effective definition of WHY, WHAT and HOW?.”

– PRADEEP KUMAR PANDEY (Sr. Vice President- Packaging Development, Emami Limited)

PROBLEM: In a highly saturated and competitive deodorant market, there was an urgent need of an innovative & disruptive design solutions. ‘HE’ Deodorant market segment is known for its macho brand language and flamboyant ads, so the challenge was to get something drastically new and appealing.

ASSUMPTIONS FOR DESIGN SOLUTIONS: To differentiate – decision was to explore on functionality on top of aesthetics to bring in the pick me up appeal at the first glance.

THE PLAN: Researching competitions, market segment, target audience, buying preferences and feasibility check on possible solutions to cut down the cost of investment & time to bring an innovative but manufactured packaging structure with available resources faster than anyone.

DISCOVERING: The target segment of users’ needs different fragrances for different situations like party, office, gym & so on. Preferences are like strong-smelling fragrance, a long lasting one and sometime for better sex appeal.

THE TURN: ‘Dil Mange More’ – it’s all about today’s generation’s aspirations for more & more. It was the starting point to come up with a packaging that could hold multiple deodorants & portable too make it convenient to carry and can be used on the go.

DESIGNING: More than just doing Design at Designlipi – it was coworking with Emami Marketing, R&D, and External Partners. The real challenge began in detailing, engineering & optimization to make it cost effective and to match timeline.

DELIVERY: It was straight 2 months from sketch book to functional prototype with complete engineering of new parts and was a well-coordinated perfect teamwork.

LOOKING BACK: The ideation, brainstorming, selling the idea, checking multiple prototypes, getting components together successfully in prototypes, convincing manufactures, clearing their doubts, iterating in design, engineering several times and finally getting the product on the shelf is a journey that keeps the tiny team like ours always happy working!

Final Product’s Advertisement by the Client :