Nirali
Mehta
Client: Happy Confetti Co. In. 2020 Field: Brand positioning/ Strategy, Identity and Logo Design
Happy Confetti
An independent gifting and décor consultant wanted to get a fresh start to her stagnant practice. After witnessing the post pandemic boom in gifting and celebrations, my client wanted to build on her strengths with a fresh approach.
How do we build a brand in an unorganized and competitive category and thereby drive business growth and brand awareness?
The recent but anticipated growth of gifting & decor market in India has led to the rise of small, medium and large scale brands and services. Celebration is the heart of Indian culture. It’s what binds families and people. With the rise in disposable incomes and world cultural influence this sector, we wanted to leverage the advantage of growing demand. To drive her business growth by establishing itself as gifting & décor brand with a clear proposition that resonated with its customers.
The industry is witnessing the emergence of several online and offline players which is diversifying the whole sector. With market and client research –my work resulted in a refined value proposition, brand identity and a strategy devised to reimagine the role of gifting & décor.
What was the challenge?
-In an unorganized and diverse sector, how do we position the brand as a customer-facing service brand?
-How do we drive business growth in a category where loyalty towards brands is low due to diverse players and competitive offerings?
What did I do?
The client’s focus till now had largely been on children. I scoped out the journey of gifting and a celebratory event to re-define the brand value proposition & positioning that was to - to provide true quality & unique experiences to enrich personal moments of celebration, catering to a segment ranging from kids to adults.
The brand positioning also lent itself to the visual identity of the brand. It encapsulated the essence of emotion behind any celebration – happiness! To help establish a strong identity, we agreed upon a new name - Happy Confetti. Co. In. Using the insights on buying behaviour and influences, I created a minimalist and playful look for the logo inspired by the universal icon - a happy face! Emotional resonance of celebration is not any gender, age or culture specific, and thus the smiley face was a good fit. It lends to an association with all age groups. Through this new identity I wanted to convey gifting as an emotion -an act of sharing, loving and caring. Inspired by that, I tested all manner of different moods, colors, mixes, ultimately creating a palette of colours that expressed excitement, joy and celebration for one and all.
The category of gifting & décor is such that there is no association of the brand once the service has been used. Thus, it leads to low involvement and an even lower association with the brand. To solve this, we got the brand to bring more value to its customers, by revamping not just the identity but also its offerings.
The first step was to ensure that the brand remains top of mind. One of the initial ideas to address this was to create a fun line of packaging that would include gift wrapping papers. Wrapping papers segment is very vast but not brand specific and thus I saw it as a space that happy confetti co.in could capitalize for its awareness by being a part of any party, gift or occasion even if it wasn’t itself providing those services. This was the first step towards becoming a one stop solution for all gifting & celebratory occasions.
As a part of the pilot of introducing a new product category to the company's portfolio, another aesthetic, mood creating product line for gifting was scented candles. I developed packaging & visual design for the soy based candles and oil diffusers. My endeavour was to create a fine balance between fun and elegance, between minimalism and details. Though the blue and yellow colour dominate the brand's visual identity, however, for this category, I added another option of colour that would represent the flowers/plants used for the scent of these products in order to create a unique style to the product line for the future.
The gifting and décor service has the scope to blossom into service for sharing and exchanging stories of laughter, smiles and community sharing. This is just the beginning of the space.
