BACKGROUND

‘Bringing Light To Eveready’
Eveready is India’s largest selling brand of batteries and flashlights, with dominant market shares of 46% and 85% respectively. It became increasingly evident that its brand packaging required significant update, not only to enhance the brands equity, but to continue to be seen as the brand leader in product innovation and consumer appeal.

The overall market was becoming saturated with
imitation brands seeking to steal brand share, while at the same time the emergence of a new technology, LED (Light Emitting Diodes), which offer a higher light output. This speeded the evolution of consumer demands from both Urban and Rural areas.

THE CHALLENGE

The design challenges were clear; Consolidate the torch Product Range into clear categories and promote differentiation within the range, through apparent value, technology and consumer usage.

Increase and enhance the display properties of the pack to create a distinctive appeal and reflect both packaging and product innovation.

Create a consistent brand identity across the product range underlining the core brand proposition of trust and reliability.

DELIVERY

Considering that 66% of the population in India is illiterate, symbol recognition becomes more powerful than word marks. As one part of the design strategy, the ellipse of the ‘Cat 9 symbol’ is used as a power button strengthening the visual recognition of Eveready and has now been implemented on all Eveready Battery Ranges. The new torch packaging represents a further significant move in the direction of the company.

The important first step was to group products into logical categories and create product descriptions that consumer can relate to by function, value and visibility. Once this has been achieved dynamic visual elements were added to express technological differences. The use of vibrant packaging and alternative carton shapes creates a more distinctive consumer appeal and has re-inspired enthusiasm for the brand amongst consumers and company representatives.