Background
The deo market saw the entry of a disruptive brand, using liquid instead of aerosol gas to deliver the perfume. Along with aggressive pricing, it sold on an ‘honest value’ platform, portraying liquid as the real thing. This has caused a slew of competitors to react, including Wild Stone.
Brand thinking
One of the tasks was to convey the new in-between, category priced midway between perfume and deo, and so to make a clear break from deos in general and Wild Stone deos in particular. The all-liquid spray could not have been launched on a value platform; its own brand story needed to emerge intact.
Design
Liquid sprays need a smaller spray volume to deliver the perfume. The communication is built around the same idea.
Accordingly, the design solution compresses the brand mark into a small spray, condensing and concentrating its power. The small spray immediately conveys potency, a value compatible with the Wild Stone brand space. The series name is expressed as a range of metals, again in keeping with the Wild Stone masculinity.
With the use of the small mark a large amount of “black” space is created. This also helps to establish the desired, premiumised position, and distances it from the crowd of deodorants while still being recognizably a Wild Stone product.
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Wild Stone gets liquid potency. Just one spray is enough
Compressing the brand mark into a small spray and concentrating its power paved way for potency, a value compatible with the Wild Stone brand space. The variants expressed in a range of metals aligning them with Wild Stone’s masculinity.
small mark & black space for creating a vibe of luxe
The black space established a premiumised position & distanced it from competitors while still being recognisable
adding a promo box for maximum potency
GIving out free samples at the time of launch in the form of a box with a shot glass enhanced the idea that a small amount is needed for maximum potency
sharepartner-in-charge & creative director itu chaudhuri | art director richa bhargava | design concept shantanu salgaonkar | design development & production neha bajaj | alternate design concepts neha bajaj, niloy kundu | project duration 2 months
