An accessory for many, a daily necessity for some and synonymous with being a complete man, Park Avenue Deodorants have dominated the male grooming segment in India since the past decade.
With over 500 brands of deodorants on the shelf, the high-end products of Park Avenue were disappearing in the clutter. Moreover, the variants lacked a single story that tied them together. The fragrances were missing their essence.
In India, deodorants are a common substitute to perfumes, given the extreme heat and living conditions. Men rely on these fragrances for a sense of freshness all day long.
These men are ambitious millennials at an early point in their careers chasing big dreams. Smelling good helps them feel prepared for everything that lies ahead of them.
In a category governed by seduction, the way forward lay in making Park Avenue the deodorant that inspires ambition in men.
For the packaging redesign, a story was built around the twelve SKU’s. Graphic elements in an isometric grid, formed illusions on the canister, while sticking to the existing colours of the deos.
Encouraging excerpts from the brand story were used on the cans, to engage the consumer and stir his determination with every spray. The cap was inspired from the camera lens maintaining the premium look and feel of the product.
The brand story inspired the campaign idea for Park Avenue - “For the man who believes.”
Agency: Lemon Design
Designers: Mona Gonsai, Rana Swarajsinh, Love Chaurasia
Creative Direction: Dipendra Baoni
Naming, Brand Story and Design Strategy: Arunima Agarwal