Ray+Keshavan | The Brand Union – Packaging Credentials

Ray+Keshavan | The Brand Union
Packaging Success
Our work for some of the world’s best known packaged brands

Ray+Keshavan
about

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

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.

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

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

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

Personal Care
& Grooming

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

2011-2012

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.

Before...

...After

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.

FMCG

FA DEODORANTS
Awarded ‘IF Product
Design Award of the
Year 2006’

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.

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.

…After

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.

The old Himalaya identity

Before...
...After

Extending the brand to its retail experience

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.

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.

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.

Healthcare & Pharma

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

Re-inventing The Himalaya Drug Company from this. . .

To Himalaya Herbal Healthcare, now a household name in India
…To this

From this…

…To this

Communicating the brand experience of wellness

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.

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.

Nutrakids
We also worked with Dumex to create a new brand of
weaning cereals for the Malaysian market for which
we designed packaging.

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.

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.

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.

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.

Food & Beverage

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
PROJECT SCOPE
Portfolio structure
Brand architecture
100 SKUs
Identity Design
Packaging Design

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

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.

From…

…To

Old packaging

And the new

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).

From this
From…

Ray+Keshavan|The Brand Union
Bangalore

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.

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

The MTR Ready To Eat
packaging before redesign

And after

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.

107
…To
Annapurna Atta before and after

Annapurna Salt From…

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.

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

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’.

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.

Dairy Products

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.

124
…To this

Ice-cream carts, before and after

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.

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

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.

135

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.

REFERENZEN

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.

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.

Liquor

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%!

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.

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.

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

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.

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.

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

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.

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.

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.

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.

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.

Tobacco

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.

Bangalore

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.

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.

Bangalore TABAK

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.

Thank you

Ray+Keshavan | The Brand Union – Packaging Credentials

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