Patented Packaging Design for a Horticare Specialist Brand
Work Summary
Overview:
The Packaging Design project for Jivagro demonstrates a comprehensive approach to creating impactful and functional packaging solutions for agricultural products. This project showcases a blend of creative design with strategic thinking to deliver packaging solutions that are visually appealing and also practical, sustainable, and aligned with brand values.
Client Brief:
To understand the current landscape & the potential consumers/ influencers in key focus markets and further disrupt the category of generalists and establish a specialist brand that is synonymous with Horticulture in India.
My Role:
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Industrial designer and Strategist
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8 Months
Impact: -> 12% increase in product sales and enhanced product appeal ->The streamlined packaging design improved logistics and supply chain efficiency, resulting in faster and more reliable delivery of products. -> The strategic selection of form design optimized design processes led to cost savings in production. -> The packaging design focused on user-friendly features, making it easier for customers to handle and use the products effectively.
Users: -> Conscientious next generation horticulture farmers who want to grow high-quality produce for the consumers, not just high quantity
Team:
Brand Strategists + Product Strategist + Graphic Designers + Industrial Design
Professional Tools: -> Prototyping Tools (Fusion 360, keyshot, Rhino) -> User Research Tools (Ethnography, Interviews) -> Usability Testing Tools (UserTesting) -> Collaboration Platforms (Miro)
Professional Skills: -> Framework Development -> Market Research and Analysis -> Interviews -> Conducting Ideation Sessions -> Prototyping and Testing -> Coordination with vendors for manufacturing -> Aligning with the current manufacturing process -> Strategic Thinking -> Ergonomic study -> Packaging system design -> Project Management
Client:
How did we get from this
To That
Problem
Statement
Context: Jivagro faced challenges with inconsistent brand cohesion, insufficient category differentiation, and a lack of unique design features. To address these, the project aimed to build a design language that embodies Jivagro's core values, create clear category distinctions for easy identification, and adopt a user-centered approach to empower users with correct product usage.
User Needs: We found that the consumers feel high pride and confidence in growing high-quality produce, which when governed by the factor of “optimum usage”, aids the overall goodness of the food
Objectives: How might Jivagro best support horticulture farmers to facilitate correct usage and application for their consumers, thereby maximizing the product's goodness and enhancing user satisfaction?
New Brand at a Glance:
Our consumer immersions revealed the insight that nutritious food doesn’t happen in the kitchen, it starts right at the farm. We found that the consumers feel high pride and confidence in growing high quality produce, which when governed by the factor of “optimum usage”, aids the overall goodness of the food and this helped us carve the brand essence for Jivagro - “Securing Goodness of Food”. This further led us to define the values and personality for the brand and strengthen the positioning of “Horticare specialist”. Taking forward the narrative of securing goodness, the concept of line of defence was established paving way to the creation of “goodness bowl'' , which is reflected in the Jivagro’s brand identity.
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Building a
Farmer centered Packaging system
A unique farmer-focused packaging system designed keeping in mind the Jivagro visual language.
Key Highlights:
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Usage: The icons have been chosen to enable ease of understanding for farmer partners.
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Alphanumeric System: The system represents the brand name, category name and product code.
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Tamper proofing: A tamper-proof system to ensure farmers receive genuine and non–opened Jivagro products.
Secondary and Primary research
User Research: Conducted interviews with more than 30 farmers and 35 agricultural supplies shop owners.
1.
Method: Conducting multiple recce's with shop owners
and farmers
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Primary Research: Interviews & Ethnography
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Tools: Interview protocol | codebook | Zoom | Google Docs and Sheet
We identified some opportunity areas for Jivagro's packaging and the consumer which are as follows:
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Considering the poisonous nature of the product the packaging of various brands lacked safety measures before and during use.
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The packaging had a low recall value on the cluttered retail shelves which reduced visibility and negatively influenced the company's sales.
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The packaging structures had incoherent visuals that did not relate to the product (pesticide).
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The farmers had to depend on the retailers for the usage and dosage of the pesticides which resulted in inaccurate use of the products.
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The product packaging was outdated and didn't cater to the current needs and practices of the farmers
2.
Method: Market Research and Analysis
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Secondary Research: Conducting in-depth research to understand market trends, consumer preferences, and competitive landscape.
Learnings From Our Research
Jivagro had Inconsistent Brand Cohesion:
Our brand exhibits inconsistencies at the brand level, resulting in fragmented messaging and visual identity across different channels.
Jivagro exhibits Insufficient Category Differentiation:
Our brand does not effectively distinguish itself within the category, making it challenging for consumers to identify our products among competitors.
Jivagro Lacked a Unique Design Feature:
Our brand lacks unique design elements that could establish a distinctive visual identity and improve brand recognition in the market.
Our Three-Fold Approach to Differentiate Jivagro
Build:
Embodying the brands core value of goodness and building a strong ownable design language that bolsters Jivagro's position as 'Horticare Specialist'among the consumers
Distinguish:
Creating a clear category distinction making it easy for the retailer as well asthe consumer to identify and associate
Empower:
Taking user centered approach and enabling them with the correct usage and applpication of the product to unlock maximum goodness
The New Brand and Packaging Parameters Coincide
Ideating the Most Relevant Packaging Solution
We used four parameters to identify opportunities and ideate the most relevant packaging solution.
Getting Inspired from the New Jivagro Logo
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Adapting the design language across different SKU's
The Label Design System
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