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.
The Brand Communication Was Strategically Driven & Creatively Led Approach To Built Strategy in terms of Brand naming, identity, positioning and value proposition.
Purpose
Branding a new product with competition from the national players.
Deliverables
Positioning
Brand name
Brand Identity
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.