W i l d S t o n e R E D P A C K A G I N G
Red is holy. Red is primal. Red is woman. Red is man. Red is Wild Stone.
Team Itu Chaudhuri, Simrat Singh
After the successful launch of the re-designed Wild Stone family of deodorants, the range was set to receive its first sub-brand, called Red Passion (we shortened it to Red). The colour red is central to Indian culture, while its global associations remain valid. The problem was to link the colour to the Wild Stone premise of an unexpected, but entirely possible sexual encounter. A brainstorm threw up the idea of Holi, a festival of riotous colour (and the occasion of many a sexual escapade). The red powder connotes not just a Holi colour but also ‘kumkum’, worn by married women, who also figure in popular male fantasies.
read more about this project at www.icdindia.com
