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Velvet

beer lao enters the premium craft market
Velvet sketch by square44

How a Local Brand can challenge a Multinational Brand

Through a unique positioning turning alleged disadvantages into credible benefits only a local brand can claim!

When HEMAS in Sri Lanka approached us, VELVET was a me too of LUX in soap bar space, price fighting its position with no ownable positioning and profile. The aim was to transform VELVET into a strong local skin care brand by adding new product categories and in order to compete with international brands like LUX beyond pricing, successfully. How a Local Brand can challenge a Multinational Brand?

Real Local Insights make a real difference

We did intensive retail audits across all channels like modern and traditional trade. And we made organized home visits to speak with consumers in their most comfortable environment about their behavior and attitude when it comes to personal care of the family. We learned about usage, frequency, storage and issues consumer facing by using personal care products.

Form & Graphic Design Integration

We developed also bottle shapes that not only look good, but giving the shape a meaning. The drop shaped bottle, conveying the goodness of the ingredients and effects created by those like hydration…
So we created the brand proposition “Designed For Sri Lankan Skin” based on the origin of VELVET and leveraging the local ingredient story, something a multi-national never could claim credibly.

brand extension into new categories, positioning and packaging redesign for velvet in sri lanka by square44
brand extension into new categories, positioning and packaging redesign for velvet in sri lanka by square44
brand extension into new categories, positioning and packaging redesign for velvet in sri lanka by square44
brand extension into new categories, positioning and packaging redesign for velvet in sri lanka by square44
brand extension into new categories, positioning and packaging redesign for velvet in sri lanka by square44
brand extension into new categories, positioning and packaging redesign for velvet in sri lanka by square44
brand extension into new categories, positioning and packaging redesign for velvet in sri lanka by square44

Range Architecture and Shopper Navigation

We created an integrated packaging design concept and range architecture what allows an easy navigation within the range, between categories and products…

beer lao enters the premium craft market

How a Local Brand can challenge a Multinational Brand

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Inspired? Would you like to discuss extending and growing your brand into other categories? Do you want to drive credibility? In need of a localization strategy or a repositioning that stronger connects with your target audience? Just need packaging design for a brand extension or do you need to design a bottle shape or structural design that is in line with your brand story? Get in touch to start a conversation today!

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