Glucovita

Brand relaunch with a new differentiated proposition

Background

The glucose drinks category in India is largely dominated by 3 main players and other local players. Glucovita is a glucose brand of Wipro Consumer Care and is available in regular, orange, lychee and lime flavours. Wipro wanted to relaunch it with the new differentiated proposition of “Glucose D with Iron” -glucose energizes, iron improves concentration.

Challenge

To create a strong, differentiated look, Elephant devised a diagonal brand identity with strong action and cues, while red colour was used to capture the energy cues. To create differentiation from other brands in the category, a special green colour for Glucovita pack was chosen. This colour though close to the category colour was distinct and ownable. A multiple action imagery of a kid excelling physically as well as academically was used to bring out the proposition of the brand providing energy to both body and mind. The presence of active nutrients like iron, calcium and vitamin D was highlighted through a mnemonic.

Solution

To create a strong, differentiated look, Elephant devised a diagonal brand identity with strong action and cues, while red colour was used to capture the energy cues. To create differentiation from other brands in the category, a special green colour for Glucovita pack was chosen. This colour though close to the category colour was distinct and ownable. A multiple action imagery of a kid excelling physically as well as academically was used to bring out the proposition of the brand providing energy to both body and mind. The presence of active nutrients like iron, calcium and vitamin D was highlighted through a mnemonic.

Result

The final packaging was launched in 2011 and was very well differentiated from the competition in terms of packaging aesthetics and claims.
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Client:
Wipro Consumer Care
Project:
Packaging Design
Sector:
FMCG
Key Deliverables
Brand Identity
Packaging design

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