Wheel – revamping the brand 

Challenge 
 
India’s largest laundry brand Wheel was launching an improved white washing powder with booster granules for an enhanced wash. The packs had to be distinctive with brilliant shelf-throw. The Wheel Team did not want to intimidate the loyal customer, but reassure her of a better product. 

Elephant Solution 

Wheel is the largest laundry brand in India. Any change in the brand or the pack had to be planned carefully. Balance of familiarity & enhancement was the key. 

Wheel logo was transformed to a contemporary look and made three dimensional for better shelf-throw. The colour palette was enhanced to accommodate lime green, lime yellow & leaf green giving a fresher, cleaner look & feel. Wheel is a mass brand for an audience that would neither have the time, nor interest (and may be literacy) to read the product story. So the back of pack was given stylized interactive illustrations that tell the product story in an easy & interesting way. Except the brand promise, all other words were converted to a picture story. 

Results  

The new Wheel Lemon Fresh was launched around September 2005.  The brand has touched the Rs 1,000 cr. mark now. The new Wheel Active Colours pack is being rolled out currently.

Bagla – Strategic Alignment & Corporate Identity Programme

Challenge  A privately owned cluster of business units & manufacturing plants operating under four names across ten factories posed us with an issue of global reach & unified image. They were spread across Aurangabad, Pune & Delhi providing auto-components & solutions to the leading Auto brands. The group companies included Aurangabad Electricals and Aurangabad Motor Manufacturers.

Elephant Solution 

As part of our strategy to maximize the category leadership position, we decided to group all companies under an umbrella name, Bagla. This gave the opportunity of associating with tremendous goodwill across all units. Group Bagla would share a common vision, common goals and a unified look & feel. Elephant Strategy + Design created a visual identity that signifies group’s dynamic approach within the international visual language of automobile companies. The new identity is reinforced with a tag line that strengthens the image as holistic provider in the category. 

Results

The identity & unified vision was launched at the Auto Expo ’06 in Delhi. Response from group’s clients, collaboration partners & associates has been very positive

Elephant at CII Design mission 2005 – Italy

Impact of design on a country’s economy is evident from global design initiatives in various parts of the world.

CII (Confederation of Indian Industry) has established a Design Task Force to bring design into focus in the Indian industrial sector. As a step further, CII organized a visit to Turin, Italy for industrial designers & engineering service providers from India. The programme included visits to leading Design companies, Educational Institutes and Fiat, all based in Turin, making it the auto-hub of the world. 

Ashish Deshpande and Sudhir Sharma, both Founder Directors & Principal Designers, Elephant Strategy + Design were part of this CII Design Mission to Italy.

Musical Evening

At Elephant the weekend starts with Saturday activities. The highlights are seminars, workshops, skits, games, movies, presentations. On one of such Saturday, Elephant team got together for a musical evening. Gerry on guitar, Prasad & Praful on Tabla and Mandar with mouth organ! They performed  a jugalbandi. The evening became  memorable and cherishing with the herd getting involved in singing and enjoying themselves.