Tikawoo

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.

The Brand Communication Was Strategically Driven & Creatively Led Approach To Built Strategy in terms of Brand naming, identity, positioning and value proposition.

Tikawoo

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.

Tikawoo
Tikawoo