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Repositioning legacy water purifier brand

Project management

Brand strategy

Product innovation

Concept development

Industrial design

Client: Confidential​

Designed for: Designit

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Repositioning a legacy water purifier brand through a new brand identity and vision for their future product lines.

Objective

One of the world’s largest selling water purifier brands aimed to reposition themselves in the market to suit the ever-changing needs of Indian consumers. Their ask from Designit was to redesign brand identity and create a distinct vision for their product line through future-ready concepts while adhering to their new brand proposition of Vitality and Technology Expertise.

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Approach

As a team of strategic designers, industrial designers and brand designers, we started by conducting an in-depth research to inform design direction for both – brand’s new identity and its future product line. Ethnographic research in cities of Mumbai and Bengaluru was done to explore the needs of Indian consumers, their preferences, and their hydration practices. Combined with our detailed analysis of existing brand, its offerings, category dynamics, competition, and trends, we designed and visualized future vision for the brand.  This vision was then translated into concepts for its identity and product language.

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My role

  • Led primary and secondary research for the project, including formulating insights, identifying user pain points and aspirations, and creating ‘How Might We’ statements for ideation

  • Worked collaboratively with brand designers for conducting co ideation sessions and visual storming to arrive at probable design direction for the brand

  • Lead industrial design track, with 2 industrial designers in the team. This included design conceptualization, form explorations and detailing, representation through sketches, 3D modelling and digital rendering in identified CMFs.

  • Led the team working on brand and product videos by directing overall concept, creating narrative, copywriting, and management of final outcome

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Outcome

The engagement successfully demonstrated a future vision of the repositioned legacy brand through a design-led approach. The product concepts were taken forward as design direction for their new product ranges, and the brand identity is currently being rolled out globally. The outcome delivered to the client included:

  • New brand identity in line with the brand values and new positioning

  • Brand book with brand applications, guidelines and elements

  • 2 unique product concepts with detailed designs for their 2 different SKUs

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The Team:

Shrestha Kedia: Research, Brand strategy, and Industrial design Lead

Shipra Bhargava, Udhaya Kumar Padmanabhan: Design Director

Prtish Tandon: Brand design lead

Kinshuk Bose, Utkarsh Chaturvedi: Brand designers

Piyush Kumar: Researcher and Industrial designer

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