Case Study
The Batter Express – R2M
Service
Packaging Design, Corporate Identity, Branding
Role/Positioning
R2M wanted to position the product as India’s first move into the FMCG- Robotics market. They did not want the product to look techy from any angle.
Target Market
Apartment Complexes, Gated societies, Cafeterias, Malls, Schools, Colleges. 15-60yrs
Brand &
Brief
Brand & Brief
Robotics brought to human application. Let’s build a Dosa Vending Machine?
R2M wanted to position the product as India’s first move into the FMCG-Robotics market. They did not want the product to look techy from any angle. A company is easy to build, but a brand is hard to build. A lot of Tech companies which build consumer end products forget that and end up becoming too technical for the end consumers to understand.
Process
Building a Consumer-Centric Tech Brand
Which is why brands like HPE, IBM, Microsoft have taken the easier consumer-friendly route over a period of time both in their brand tones and also their branding. The idea here too was to build a Consumer-Centric Tech Brand.
The logo was designed in a way that it represents movement. It represents that Robotics will help humans evolve and take the next quantum leap. A flat design style was used to differentiate the product. Everything right from the Icons to the Characters,
props and the font had to go in sync with the name and the theme we had in mind i.e., the Chennai Express.
Approach
The Batter Express
Using robotics for the betterment of human life was the motto of the company which is why a green gradient to represent peace and growth was used as the arrow colour.
The Batter Express
Just like the chennai express that takes you all the way to south india, the batter express was ideated to take the same south indian experience to every Indian society in the form of an Idli & Dosa Batter vending machine.
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