Category: Adhesives
Brief: Identity Creation
What White Sand Did?
Created a brand spectrum for Tikawoo. Minings, Insights and extensive research of the adhesive industry. This exercise
was done to come up with a unique image and brand personality that can give an edge amongst the tough competition.
Built Communication Strategy in terms of Brand naming, identity, positioning and value proposition for the brand.
The Brand Communication
With
Strategically Driven & Creatively Led
Approach
Tikawoo Wood Adhesive
Purpose:
Branding a new product with competition from the national players.
Deliverables:
Positioning
Brand name
Brand Identity
Packaging
Approach:
The brand name ‘Tikawoo (tikau) is derived from the hindi language which means – long lasting. The ‘double o’ was a deliberate
attempt to give an international brand appeal.
The primary target audience being well educated interior designers and architects and secondary target audience being carpenters,
it became important to strike a balance between the international perception of a brand and local flavour so as to appeal to both the
audiences. The brand identity was developed likewise, incorporating the local flavour a hindi brand name which meant ‘long lasting’
was derived. The packaging was given a neat clean look yet differentiated from its competition. Again for the local flavour, a hindi
tagline was coined: tika rahein, tikaae rakhein.
