Tata Dx
Giving New, Technologically Superior Detergent an Optimal Avatar
The Focus
Designing the optimal packaging for Tata’s new smart bucket-wash product– Tata Dx.
Collaborating to devise product nomenclature that would resonate with its target audience.
Design needed to showcase key product highlights, appealing to the audience that utilises bucket-wash.
The Design
Elephant proposed Tata ‘Dx’ as the name for the detergent, playing on ‘Deluxe’, as well as ‘Detergent Expert’. It seemed perfect given the smart positioning of this brand.
To package this detergent, Elephant highlighted key elements like efficiency, time consumption and quality.
Added visual appeal by blending bold and subdued colour tones, with ‘new-age’ iconography and visuals.
The Story
The detergent market in India is extremely diverse as product categories vary from the Premium to the Mid-Range and the Popular, depending upon the wash habits & affordability. With a whopping 17000 crores to its credit, this market is only poised to increase as per capita detergent consumption amplifies.
Tata Chemicals, one of India’s largest conglomerates, found some key insights when it came to probing the market. The premium and mid-range segments catered largely to washing-machine owners.
The popular brands, on the other hand, had more to do with those who used the bucket-wash method for their clothes. Here, products were either overstuffed with attributes that the target audience didn’t even align with – or, simply provided a very inferior quality of detergent due to low pricing.
With the objective of remedying such issues, the Tata Chemicals team utilised their abundant credentials & expertise in order to create the ‘ideal’ detergent. It promised one simple, yet potently effective feature: a mere 15 minutes of soaking time opposed to other detergents that needed at least 45 minutes to give great results.
“Tata decided to create the ‘ideal’ detergent that promised one simple – yet potently effective feature: a mere 15 minutes of soaking time opposed to other detergents that needed at least 45 minutes to give great results.”
With this product, Tata Chemicals approached Elephant for the brand nomenclature and packaging design. The primary purpose was to showcase its qualities for their target audience. It also needed to have the weight of Tata’s reliability, innovation and robustness that exists across their other product segments like Tata Salt which is a leader in its category.
The Technological Edge
The word ‘deluxe’ has immense value in the popular Indian imagination. It captures the promise of quality and stature that other words seldom do. Hence, Elephant played on the word ‘Deluxe’ to craft ‘Tata Dx’ as suitable nomenclature for this detergent.
Secondly, Dx also stands for ‘Detergent Expert’, which successfully shows the technologically superior nature of the product and its capabilities.
“The word ‘deluxe’ has immense value in the popular Indian imagination. It captures the promise of quality and stature that other words seldom do.”
Selling the Washing Experience
To build a new detergent brand, packaging cues must possess visual and ideological cues that tie into the superior washing experience.
We’ve already acknowledged the fact that the market has a plethora of other products. Our observation, however, is that these products are often cluttered with an excess of design elements (that underplay key strengths) or overloaded with too many benefits that are rather unnecessary from the user’s perspective.
Our team at Elephant, hence, decided not to overburden the pack in this fashion, choosing to display only a few features that would serve as clinchers.
The key feature boasted by Tata Dx – which was its 15-minute soaking time for maximum efficacy – was given a prominent stage on the packaging in the form of a simple clock.
The color Red is utilized because it echoes key product attributes: Potency and Speedy Efficiency.
Supplementing it were other visual cues that complete a wholesome washing experience: Pin striped shirt textures, effervescent bubbles and a rainbow palette gave it a premium edge. Sparkling textures and graphics showed the user the end result: clean, white clothes that are as good as new.
All in all, the Design for Tata Dx captures its intent to become the ‘Ideal’ detergent for those who employ buckets in order to wash their clothes at an affordable rate – without compromising on the function of time.
“All in all, the Design for Tata Dx captures its intent to become the ‘ideal’ detergent for those who employ buckets-wash for their clothes and do not wish to compromise on efficiency or quality.”