WOW Design India crafts the packaging for Park Avenue’s new range of women’s deodorant

WOW Design, a brand design consultancy has collaborated with Park Avenue, a flagship brand under J.K. Helene Curtis for designing and packaging their deodorant range.

Park Avenue, JKHC’s premium apparel brand is recognized for its exclusive offering in the western formal wear which is further extended into personal care products with a range of perfumes and deodorants.

Park Avenue intended to extend into the deodorant category for young women. It also, decided to revamp the existing branding and pack design of the men’s deodorant range which was more variant led and there was a need to create a Park Avenue family feel there.

In the women’s deodorant category, the big challenge that WOW Design had to overcome was to break the clutter with a vibrant look and feel that appeals to young women. Whereas, the challenge for Park Avenue men’s range was different – to uplift the brand imagery through package revamp. The pack essentially required considerable brand name visibility and an appealing look and feel for the young men to connect for a strong recall value.

Saswata Das, Co-Founder & Director, WOW Design said, “While Park Avenue is the 2nd largest selling men’s deodorant; the TG was buying a Good Morning, Cool Blue or Storm deodorant, rather than a Park Avenue deodorant. WOW Design took up the challenge of infusing the character of the Brand Park Avenue into the Packaging Design. The design led solution ensured not only a larger weightage to the Brand over the Variant name, but also a better resonance with the Brand’s imagery, with the introduction of the Falcon (the brand icon) and the apparel inspired texture on the pack. On the other hand, for the female deodorants, the most challenging aspect was to extend a predominantly men centric brand Park Avenue into the female grooming category. The category is much cluttered and there are a plethora of brands to choose from. But we were clear we had to position Park Avenue clearly for the right TG- “Women of Style”, who is confident and bold but not a rebel, carefree but not careless. I believe the new packaging design brings to life these personality traits, really cuts the clutter and has a brilliant shelf throw.”

Raja Chakraborty, Head of Marketing, J.K Helen Curtis Ltd shared, “The key challenge for the brand Park Avenue was to keep some continuity in design from the way old packs looked yet have a commonality in design. It has been very smartly tackled by WOW Design. The packaging revamp helped us get synergy across the brand. It has definitely reduced the slide the brand was facing prior to this. The packaging has not just been liked here but also in our export markets like Dubai.