WOW Design bags a Gold for Packaging in the 2016 Muse Creative Awards

[Hasmukh]

WOW Design bags a Gold for Packaging in the 2016 Muse Creative Awards

Mumbai, June 9th, 2016 – WOW Design, a Strategic Brand Design Firm has won a Golden Award at the Muse Creative Awards for the year 2016. Recognized as one of the most prestigious awards for creative excellence in advertising, design, digital and photography, Muse Creative Awards is created by the International Awards Associates, Inc. (IAA). It is an international advertising award for creative professionals who possess the unique ability to inspire with concept, writing or design, whether it’s via traditional materials or electronic media. WOW Design has won a Gold for the category Packaging Single by submitting the case titled- Creating Park Avenue Deodorant Range for Women, with The Must Have ‘Female Panache’

Park Avenue, JKHC’s premium apparel brand is recognized for its exclusive offering in the western formal wear for men and women which is further extended into personal care products with a range of perfumes and deodorants. Park Avenue intended to launch a deodorant for young women. The category is much cluttered and there are a plethora of brands to choose from. The big challenge that WOW Design faced was breaking the clutter with a vibrant look and feel that appeals to young women. Fashion illustrations were integrated as an intrinsic part of the design to bring in the style quotient. The names of each of the variant were strategically coined to establish an instant connect with young women and also to perceive the reflection of their own personality. The brand name Park Avenue is given greater weightage and is placed vertically on the pack design. The ‘8 hour freshness lock’ mnemonic and fresh, vibrant colours reflect the ‘Freshness’ quotient and also provide a strong shelf-throw and differentiation.
Post studying the brand’s equity and the current standing, which was extremely strong in the men’s mind space and relatively nascent in the female consumer’s mind, WOW Design, as per the design thinking process redefined the objective as - extending a predominantly men-centric brand, Park Avenue into the female grooming space, such that it could start building connect with a new set of audience, in short ‘catch them young’. The PA woman is confident and bold but not a rebel, carefree but not careless. Her grooming basket is empty without a deodorant and the multi-time utility nature of the product prompts its customers to carry one in their handbag as well. So if Fogg is for the 'smart' and Eva for the 'elegant' women, Park Avenue was to appeal to the "Women of Style" bringing alive the core brand proposition of ‘Freshness’. Hence to launch the brand, the packaging design needed to carry a high aspiration proposition and a language that she could associate her life with.
The team at WOW Design overwhelmingly said, “This is a moment of pride for us. Muse Creative Awards was a great opportunity for us to showcase our creativity. Winning a Gold at the prestigious Muse Creative Awards 2016 has been an achievement for the team. The Women’s deodorant category is coded with soft colors, floral graphics and swooshes. We categorically stayed away from the stereotypical cues and presented a bolder, color blocking approach along with fluid illustrations. It is this differentiated approach that has enabled the brand and its packaging to shout out to the women consumer of today.
They further added "We are happy that our work for Park Avenue’s deodorant range for women has been appreciated and feel motivated out do ourselves on all fronts of branding, strategy and Design to win more accolades in the near future”.

About WOW Design:
WOW Design is a Strategic Brand Design firm which has been the strength behind some of the major Brand Launches and Revamps in the country, and has been growing steadily under the able leadership of the powerful trio: Deepti Kshirsagar, Saswata Das and Saiprasad Karalkar. While it was Deepti's brainchild fueled with creativity, it was Saswata who brought in majority of the clients and Sai who got in the best of talent, which helped lay down the strong foundations of the company. Each one of them has brought in the best industry expertise and experience to form a strategically strong, creatively fresh and technically perfect team. WOW Design, a private limited entity with a strength of approximately 40 employees, has won over the trust of its esteemed clients by its Thoughtfully Fresh approach. It is known in the industry for its expertise in Brand Strategy, Visual Identity, Packaging, Retail and Space Design.
WOW Design’s philosophy is to give solutions that are thoughtfully fresh.
They practice strategic methodology that ensures Design to achieve an effective connect between the brand and the consumer. They make sure that the solutions add manifold value to the brand image and ultimately meet the marketing objectives. This approach has enabled them to grow healthily with its service offerings in various sectors, FMCG being one of the key sectors of operation. In the last six years, WOW Design has successfully partnered with a number of FMCG majors as clients: ITC, AMUL, JK Helen Curtis, CavinKare, Beiersdorf, Berger Paints, Piramal, Abbott, Dabur, Parle, Jyothy Laboratories, 3M, Kellogg's etc. The list of clients they have worked with is more than 60 and the number of brands they have imparted their WOW touch are over 100. WOW design has been successful in implementing effective brand strategies in the non–FMCG sectors as well with automotive and education being the key focus areas, and have robust plans to extend their expertise into tapping the same in the coming years.
They understand how the startup environment growth is elemental in boosting the nation’s economy. They also understand that branding plays a significant role for startups. Hence WOW Design have planned to play an important role in the startup ecosystem and to partner with them in planning and implementing effective branding strategies.

About the Muse Creative Awards:

Muse Creative Awards is an international advertising award for creative professionals who possess the unique ability to inspire with concept, writing or design, whether it’s via traditional materials or electronic media. More than paychecks drive a creative people to perfect their craft, they follow the spark of an inner muse, lighting the path to success with deep knowledge and shining originality. It is created by International Awards Associates. Inc (IAA) to recognize individuals and companies in the marketing, advertising, design, photography and digital fields. IAA also stands for ‘Inspire, Acknowledge, Achieve’ and is an independent, international organization that conducts impartial, 'blind' judging shows and recognizes the winning companies and individuals. This competition offers participants a superb opportunity to showcase their talents among peers and receive feedback from industry experts. Winners receive long-deserved recognition as proof of their achievements through this highly prestigious award.

Find The Muse Creative Awards Online:

Website: http://museaward.com/

Facebook: https://www.facebook.com/museaward

Twitter: https://twitter.com/museaward