Refreshed Car Care

 

 

REFRESHED CAR CARE

 

Envision

 

 

ABOUT NEW REFRESHED CAR CARE

Refreshed Car Care is Mumbai’s leading doorstep car wash. They provide on-demand car cleaning services by trained professionals using state of the art cleaning products and environmentally friendly solutions.

 

THE CHALLENGE

With professional car services considered a luxury to be availed once every few months as an add on to daily car washes by local cleaners in India, cars required to be serviced more often. Additionally, daily bucket washes waste millions of litres of water daily. Refreshed Car Care set out to resolve this very problem, using a state of the art steam cleaning technology that saved over 30 litres of water with every wash.

 

THE SOLUTION

We re-branded Refreshed Car Care as an eco-friendly brand with a goal to save 100 million litres of water. The inclusion of a subscription platform ensured customers availed the service at a recommended frequency. From de-cluttering their logo to newspaper campaigns, Refreshed Car Care was ready to save water one car wash at a time!

 

 


 

Execute

 

 

LOGO FACE-LIFT

We tweaked the existing Refreshed logo by omitting the bubbles. This reflected with the brand’s vision to save water along with showcasing their professionalism. The primary colour was changed from yellow to green and the alignment of the was logo fixed.

 

 

ICONOGRAPHY

Simple outline icons used to describe services provided by Refreshed Car Care.
 


FLYERS AND BRANDING

The use of icons and bold typography to showcase services as well as what the brand stood for were kept in mind when creating offline branding for Refreshed Car Care.

 


 

NEWSPAPER AD CAMPAIGN

Newspaper ads were run in the Times Group of newspapers. The campaign followed the following structure: Problem – Solution – Call to Action.

 

 

Enrich

 

Spike in inquiries and booking observed upon running offline ads.

 

 

 

 

BIRCH

Envision

ABOUT BIRCH

BIRCH is a personalised formal wear platform for men that allows users to customise formal attire. Their parent company comes with over 30 years of expertise, giving Birch a firm industry background and infrastructure aligned with international standards.

THE CHALLENGE

Over 70% of website traffic is now accessed via mobile or tablet devices. User interface for formal customisation is limited by lack of screen space. As BIRCH was a new entrant in the market, a stand out user experience had to be generated to ensure it wasn’t perceived as just another bespoke tailoring brand.

THE SOLUTION

We created an ambitious yet powerful user experience, helping users seamlessly customise their shirts on the go. Keeping in mind most of our traffic would be via mobile and tablet devices, a mobile first approach was taken in the development of Birch’s UI. To further separate Birch from the herd, potential customers were offered the services of a concierge service that delivered the experience of touch and feel before a purchase was made.

Execute

A mobile first approach was taken keeping the UI in mind based on insights gathered.

The number of options were restricted. This was done as users respond well to limited and detailed choices given to them as opposed to unnecessary choices.

The selection flow created was extremely intuitive, allowing seamlessly movement through various choices.

The use of conceptualised line icons. Simple and clean, these classic icons were given grey overlays. Darker shades were opted to create contrast with the backdrop of the shirt and fabrics.

A black UI ensure icons stand out.

eské Paris

Envision

ABOUT ESKE

A leading leather house offering modern designs and fashion accessories with over three decades of expertise, Eské Paris is designed in Paris by Pieter Ary Bakker and handcrafted with finesse in India, utilising ingenious techniques, blending the best of both worlds.

THE CHALLENGE

While Eské Paris pioneered in craftsmanship and design, the lack of visibility and a defined brand identity as a luxury handcrafted leather brand resulted in poor sales.

THE SOLUTION

We created a universe around Eské Paris that cemented them as a leather lifestyle brand. Using a distinctive visual language and communication, their online presence peaked as did their brand image. Their products became a conversation starter for every individual carrying an Eské Paris luxury piece.





Execute

ONLINE

To create conversation around Eské Paris, we launched CULT, a lifestyle digital publication. CULT acted as a de-facto content repository that consisted of various categories such as fashion, lifestyle, art and culture around leather luxury fashion. The USP of CULT was the tapestry section where leather techniques and the evolution of various handbags was covered.

Weekly newsletters were executed, communicating brand image using a mix of both stories and products.

The heritage and expertise that Eské Paris brings to the table was depicted through a well crafted design and communication strategy. We adopted a grid based strategy on Instagram to maintain uniformity and aesthetics.

We brought Eské Paris’ bags to life by synergising them with a sonnet each.

We launched a new e-commerce driven website keeping in mind the international appeal that the brand intended to create.

We turned Mother’s Day into a month long celebration with a campaign called ‘Mother’s May’, showcasing some of our favorite bags from the Eské Paris collection.



OFFLINE

We adopted bold communication and product display strategy to promote the End OF Season Sale through standees, facade, escalator branding and billboards. A sensory test using leather swatches was conducted to promote the various leather used to curate the SS’18 collection.



Enrich

An amalgamation of strategies helped give Eské Paris’ brand story a new look. Encapsulating the understanding of European high fashion with regards to luxury apparel along with an insight to Indian luxury consumption patterns, the positioning of the brand was uplifted culminating in a multi channel brand identity.



New Balance

 

 

NEW BALANCE

 

Envision

 

 

ABOUT NEW BALANCE

New Balance is an American shoe & apparel brand as well as one of the world’s major sports footwear manufacturers. Having sponsored global sports teams and athletes such as Liverpool F.C., The South African Cricket Team, Aaron Ramsey and Steve Smith, New Balance entered the Indian market with a big expansion strategy to grow its presence across the country.

 

THE CHALLENGE

As a new entrant in the market, the brand was overshadowed by the presence of other global brands who had already created a foothold. The brand recall was limited only to the symbolism of the brand – The ‘N’ on the shoes. The lower penetration was also supplemented by a not so heavy push through digital marketing activities

 

THE INSIGHTS

Being a global brand, relying on the age old heritage and quality products would be a key talking point for when communicating about the brand. Visually, it was imperative to highlight the aesthetics of the product offerings to display their superior quality.

 

OUR VISION: FULFILLING THE POTENTIAL OF NEW BALANCE

HOWL understood the market and the kind of audience who would subscribe to the brand offerings. Keeping that in mind, we wanted to display the true essence of New Balance and focus on communicating the comfort, quality and value the brand delivers.

 

 

 


 

 

Execute

 

 

CAMPAIGN: #NEWYEARWITHNEWBALANCE

Objective

Ushering in the New Year with fitness is a regular goal set by many in the country. As New Balance, we wanted people to know that the products offered by the brand would help in meeting these goals.

 

ABOUT THE CAMPAIGN

Scheduled in the first week of 2018, we encouraged users to take up a ‘fitness resolution’ with New Balance. Through the campaign, HOWL ensured that the audience was motivated throughout and that New Balance products would help meeting their goals.

 

EXECUTION

  • 170 Fitness Enthusiasts & Celebrities were activated.
  • Each Influencer spoke about a core brand characteristic – Quality, Performance, Comfort, Style, Endurance – through their social handles.
  • New Balance India re-posted the influencers on its own handles.
  • Each re-post was supported by a link to purchase the product worn by the influencer.
  • Selected posts were boosted on Facebook and Instagram to increase its reach and attract potential customers.

 

 

 

 

 

Enrich

 

RESULTS