Impact & Lea...
The way things moved since early 2020...
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?.
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.