Position Eyeflax as an aspirational brand.
The Indian Bindi market is heavily crowded. Every other manufacturer or bindi brand follows the same design or has similar names. How do we break the clutter and position Pearl Eyeflax as an aspirational brand?
When women are the end users of the product, why have the other brands not been able to leverage the power of the gender in their branding. This was both a challenge and an opportunity. So we decided to illustrate the woman on the face of the product.
We used a representation of the target audience in the packaging, coupled with attractive, and attention-grabbing colours. This leads to a brilliant final result that helps engage more than just an aesthetic, or visually appealing factors, but deeper factors such as boldness and emotion.