Jaquar Group recently went through a complete brand revamp with the help of Zeppelin Design and Environments. It will soon go for a marketing campaign to refresh its consumer connect.
Jaquar had given Zeppelin a very structured brief, starting with commissioning research on mapping existing perceptions about the brand and its challenges. A research was conducted in five cities which validated the need for re-positioning the brand from ‘too good to resist’ to ‘experience bathing’.
‘Experience bathing’ the new brand promise coined by Zeppelin, represented the brand’s foray into new product categories and its expertise in providing the customer with complete bathing solutions.
Talking about the research conducted during designing the communication strategy, Som Sengupta, Director, Zeppelin Design and Environments said, “We were commissioned a design research project by Jaquar at the starting of the re-branding process. We initiated one-on-one dialogues with a number of influencers such as architects, interior designers, dealers and end customers to understand the bathing market and its complexities. We also benchmarked other brands to study how they react to similar challenges. Based on these insights we prepared a way-forward document for the brand that aligned with Jaquar’s present market standing and aspirations.”
The new identity for Jaquar evolved based on this basic premise. Apart from the logo, the brand colours, advertising templates and packaging of products, Zeppelin redesigned the entire retail experience based on the new promise “experience bathing”. The focus was to present each Jaquar range in a co-ordinated bath space as the brand has moved its focus from selling a product to selling an experience.
Sengupta is of the opinion that brands today need to stand out through design and inculcating a culture of innovation. Brands that attract customer bases in large numbers are the ones who work hard on their unique culture. For premium brands, design is the most important part of this culture.
Commenting on challenges that Zeppelin faced during the re-branding, Sengupta added, “It is very difficult to re-position successful brands as there is often no immediate reason to retrospect. However, strategists know exactly when this change is required to be ahead of the curve. Our research showed that over the years Jaquar has accumulated a lot of goodwill and trust, hence, the toughest part was to get the right mix of how much of the old needed to be preserved for familiarity and comfort while still delivering a fresh and trendy outlook for the entire brand.”
With the group’s vision to evolve into a ‘Complete Bathing Solutions’ enterprise, Jaquar has successfully diversified into various bath verticals such as sanitary wares, shower enclosures, water heaters, concealed cisterns, and wellness range of products such as whirlpool, shower panels, showers, steam cabin and spa.
Jaquar Group has also recently forayed in concept lighting solutions for all residential, commercial and outdoor applications.