How did we create a new brand of air fresheners for the Indian consumer?
THE BIG QUESTION
Mysst Brand design
Designing a brand and packaging that can effectively communicate with the Indian consumer from the retail shelf without much or any off-shelf communication
Consumers use fragrances to set a tone of a place creating an expansive experience
Our research with the consumers revealed that the being a growing a category, it was important to communicate both the functional and emotional benefits that come with using air fresheners, most notably to women and urban consumers.
We understood that fragrances were a key element capable of delivering a transformative experience. As more and more people spent large amount of time spent in closed indoor environments like office, home, car, they depended on fragrances to set a tone of a place creating an expansive experience