Project Creating Brand Identity, Brand Architecture & Packaging
Client Godrej Sara Lee Limited

Background
Good Knight is a market leader in the category of Household insecticides. However, the market is dynamic with 'me too' products. This necessitates the leader to leap forward & raise the bar.

Challenge
GoodKnight needed to transform from a product-driven to an experience driven brand to create a conscious value difference amongst competition. GoodKnight needed to be positioned as a premium and holistic brand in the consumer's mind: a caring protector of 'Moments of Family Happiness'.

Elephant Solution
Team Elephant undertook a holistic brand rejuvenation exercise. This included creation of a new brand identity, brand architecture and packaging design. The new GoodKnight visual identity was made unique and non-replicable as the Brand itself. The architecture was developed on the premise of end-user benefit being critical to product usage. The functional use and benefits of the product were highlighted as icons. The emotional connect was added by placing relevant images. 21 SKU’s across 3 categories were designed.

Result
Achieved positive recall as a “caring protector” brand and sales surpassing all target figures.