Positioning an Ayurveda brand

in Developed Markets

Zeromos- Pharma Branding

After almost 26 years of creating high quality Ayurveda Products, Agrow Pharma, a family run business found itself in a new marketplace rife with competition. In response, the companydecided to re-examine its packaging- the key driver being induction of younger generation of the family in the company.

Thinking Threads worked with the company on their brand identity, and packaging for a newproduct launch of Zeromos. The new boxes debuted in sections of U. P, Bihar beginning of June 2014 and the pouches are being rolled out across north India.

The Challenge

Since 1988, Agrow has prided itself on

producing Ayurveda products which are

known for their high effectiveness in the

consumer base. Yet over the decades,

while Agrow greatly expanded its

offerings, and there seemed to be a lack

of emphasis on the visual appeal, visual

coherence across products. Being an SME,

while its loyal client base was intact,

expanding into newer markets meant

creating a visual reliability factor.

Agrow asked Thinking Threads to help

create its new brand Zeromos and sell the

story to wider demographic for whom

repellent was a requirement but

awareness about naturalness was not.

The new packaging would have to

improve the offering without alienating

Agrow' s loyal customers base

Thinking

The Approach

Threads began it work by focusing its efforts on research at the first stage. A in-depth. Competitor Study and Shelf Study helped position the brand in the competition matrix. Defining the persona of the target audience helped in keeping the project rooted.

Defining the problem

After round of discussions with the various

stakeholders we learned that the brand could

differentiate itself by crafting a strong point of

view—one that cultivates and celebrates the

naturalness of the product and yet projects an

accessible product. Along with the Agrow team we

drafted a design brief that was clear, appropriate

and aspirational

Ideation

The visualizations for the product came together

to create unique concepts for the product.

The Solution

The new packaging ties together all the concept of healthcare and family safety

together. Each box features bold graphic elements like a larger, easier-to-read

logo, use of icons to express the features. The compelling visuals are to reduce

cognition load on the target user who is not conversant in reading.

The box comes in English and Hindi version on two sides of the open flap

structure.This product comes in three formats: lotion, spray and disinfectant.

Currently, Zeromos lotion boxes are standing out stacked on store

shelves—winning over consumers and retailers alike.

Thinking Threads is continuing to collaborate with Agrow to tell their

brand story through their other range ofproducts.

My Role