Asian Paints is India’s largest paint company and is ranked amongst the top ten Decorative Coatings companies in the world—its reputation comparable with the best in terms of both innovativeness and reliability. Over time its name has become synonymous with the joy of home decor creation.
pi Asia were tasked in 2008 to re-consider their brand packaging design as it was clearly critical that Asian Paints positioning as a modern, decor centric organisation was well reflected.
Brand design was developed to provide strong parentage and establish a clear family feel to all products in the portfolio. A vertical EBU (extractable branding unit) was created in a strong shade of purple to enforce a clear master look and feel. This freed up the rest of the pack to communicate specific ranges with a new contemporary image style developed to resonate with the range promise, strengthen aesthetic appeal and help distinguish the more premium ranges with a distinctive personality. This was developed in the context of a new brand architecture which helped segment the ranges based on consumer needs and overall pricing strategy.
Asian Paints now has a strengthened parentage and synergy to all products in its portfolio and a far greater association with contemporary decor established.
Amit Syngle, VP Sales & Marketing of Asian Paints says, “Asian Paints has always been at the forefront of packaging innovations. In fact we were the first company to recognize the role of packaging in this category ten years ago, when we embarked on a major packaging revamp, which changed the face of paint retailing. So this time, when we decided to take our packs to the next level, we were clear that we wanted to benchmark ourselves with the best—both in terms of design as well as printing technology. pi Asia, whom we partnered with for the design, has been able to bring in insights from their international practice, but at the same time keeping in mind Indian sensibilities, market realities & brand priorities. We launched the new packs in the market a few weeks ago and there have been overwhelming positive feedback, and as always it is the consumer feedback that is the best evaluation of any of the work we do.”
Anjali Vasudevan, Director pi Asia says, “Asian paints has been an iconic brand in India and a redesign of its packaging was a very exciting opportunity indeed. We needed to ensure that the design did not compromise on any of the core values of Asian Paints and yet reflect the evolving tastes and sensibilities of the Indian consumer. We were able to combine our International expertise with our local understanding of both the brand and the consumer and create a well-segmented range. We are proud that the packs have found resonance with the consumer and the new design has taken Asian Paints a significant step forward.”