Talking about the rebranding, Saswata Das, Managing Director & Co-Founder, WOW Design, said, “The key thought was to ensure that “Strength for the whole family” – the promise of new Complan, is communicated in an emphatic manner through the new brand identity. The brand now offers a holistic nutrition to help build strength and growth, which are the most sought after benefits by families. Also this positioning was arrived at basis the understanding that Complan actually provides overall growth in terms of strength, height, weight, immunity and an alert mind.”
WOW Design endeavoured to ensure that the new brand identity took into consideration every aspect of the new positioning and communicated it upfront. Beginning from the logo unit, which is a compact bold unit using a strong red that spells power & strength and strong yellow background. The background colour being a very essential part, making it ownable to the brand, a part of the identity. The yellow colour stands for happiness, intellect and energy, hence ideal to be associated with the new positioning of Complan i.e. Overall Strength. Even the font used for the new brand logo is a closely bound unit, chosen specifically to depict ‘strength’
The brand identity also feature mnemonics that depict everyday activities that children and adults engage in, conveying the 4A advantages, the brand delivers. These units created specifically as a part of the identity, that can be carried across medias, to emphasise on the advantages in every communication.
The drool factor ideally infused through the food shot, has also been reworked to depict not just the tempt value but also the strength (remaining true to the brand promise). Even the cup being replaced with a glass, in line with the wider target audience.
The key reason to believe the new Complan’s promise i.e. ’34 Vital Nutrients’, interestingly re-created and connected with the ingredients, for the consumer to know ‘what are the 34 nutrients’. Each of them being segregated to convey which of the ingredients deliver each of the 4As (advantages)
The 4As – Appearance, Activity, Armour & Alertness. This particular aspect of the brand has also been communicated in an interesting manner. A wholesome circular unit on the back of pack, specifying the 4As details:
· Appearance – Physical Stature,
· Activity – Strength to cope with life,
· Armour – Immunity,
· Alertness – Brain Development & Cognition
The exceptional effort of connecting every element with “overall strength” was to ensure that there is no doubt in the mind of the consumer with respect to the brand promise.
WOW Design ensure that the new look delivered to the new Complan, had to be maintained across the entire range, considering the multiple variants in the Complan family. Hence the brand architecture strictly rigid in the top half with the logo unit, background and the brand 4As mnemonics and the bottom being used for the variants.
In case of the variants each of the variant has been given its individual personality, which comes across prominently. It was also a task to given a more premium and rich look to the ‘Kesar Badam’ and ‘Pista Badam’ variants, in view of these being the high end variants in the family with rich ingredients
The new range when kept together, gives WOW Design the satisfaction of having delivered the task we had set to accomplish.
About WOW Design:
WOW Design is a strategic brand design colsultancy which helps brands propel forward through the mode of strategic design. It has been the force behind some of the recent big Brand Launches and Revamps in the country and outside, ranging from Branding to Packaging to Communication to Retail Design. Some of the clients that it has partnered with include ITC, Kellogg's, Emami, CavinKare, Abbott and Heinz.