Complan’s new look by Elephant Design
The focus of the design communication conceptualised by Elephant Design was to keep it honest and simple, yet effective
Complan, one of India's leading milk-based health drinks, has launched a new product range with an upgraded proposition. Elephant Design has conceptualised and designed the new look and packaging.
For a brighter and energetic appeal, the Elephant team has brought in a palette of fresh colours for the packaging. They have added lighter shades of the product’s flavour colours to the design element of the pack which is a splash behind the Complan Boy and Complan Girl. The logo has been revamped and it now has a cleaner font, distinct red outline and 3D white letterforms.
Talking about the research done during designing the communication strategy, Ashwini Deshpande, Founder and Director, Elephant Design said, “The most important part of the research was to understand the visual communication and tone of voice that mothers believe in when they are making important everyday decisions for their children. What we learnt was that they like to know facts without frills or jargons. Also, though they make their decisions based on what is good for their child, they are equally, if not more, concerned about the taste and delight of the product because they do not want to spend hours running after their children with the glass of milk.”
To reinforce flavor, taste appeal and emphasise superior quality, the Elephant team has created a dynamic image of the drink in a glass. The growth story is illustrated through silhouettes of the Complan Boy and Complan Girl. The three distinct reasons to believe the growth proposition, namely, ‘more milk content’, ‘100 per cent milk protein’ and ‘34 vital nutrients’ are illustrated through arrows.
Apart from Chocolate, Natural, Strawberry and Mango variants, Elephant team also worked on Kesar Badam and Pista Badam flavours where a more premium and Indian look was created through burst of ingredients, motifs, finishes and accents of gold.
“We used growing silhouettes transforming into the bright Complan Boy/ Complan Girl for easy comprehension of the Complan promise based on research. While there was no doubt about the popularity of Complan brand, the challenge was to retain its iconic status while giving the brand a more contemporary feel. The focus was to use the design to champion nutritional values in an honest and simple communication,” said Desphande.
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