Crafted the Brand World for Neemax in Herbal Personal Care

Neemax began with the concept of using Neem Seed Oil as its hero ingredient. True to its tagline “Protects You Naturally”, Neemax brought the power of elements found in nature to its entire product range. With a vision of using neem and unraveling the mystery of this 5000 year old herb, Neemax was determined to depict versatility in all its products.

Big Brand Challenge

The one thing that Neemax would love to boast about was its diverse range of natural and authentic products. The entire range included antivirus and personal care that had neem as its hero ingredient. Stepping in the market, we knew that each and everyone felt the need of going natural as the key to a better lifestyle but the main challenge was to make people believe and take action – Buy.

Neemax was an emerging star amidst existing giants in the respective categories such as antivirus sprays, gels, cards and personal care products like soaps, face washes and shampoos. The challenge was to make sure that Neemax’s identity stands apart.

The USP that came to our benefit was the extraordinary quality of the product and price range that Neemax worked in

Pivotal Groundwork

The Background

Neemax was divided into two categories of products namely antivirus and personal care. It was a brand that could target a huge crowd in India, believing the anti-viral properties of nature and its healing assets.The target crowd for both the product ranges were different and so they had to be positioned differently. There were not many existing competitors in the same budget range but the available ones were huge enough.

The Study

Our target audience for research and exploration were Gen z and millennials. To drive consumer penetration of the brand’s products and gain reassuring consumers for better results and enhanced product experiences, a questionnaire was passed around in town’s known circles to gain honest answers. Since the market of soaps was overwhelmed by luxury bath bars, the questionnaire included several queries like the importance of neem and herbal inclusions.

The installed feedback was astounding. Some results included the love to use a soap made from neem seed oil due to its unavailability in the market. Hence 72% of the respondents considered that they wanted to try these products but they weren’t really aware of the brand yet.

The Trends

India is going back to the basics. People have started opting for jute bags, paper bags and apparels such as khadi and much more. Neemax being natural and with neem seed oil as it’s hero ingredient was a clear alternative over existing personal care products.

The Approach

The approach was simple – building the brand and increasing it’s communication platforms. As we immersed ourselves in this project – through interviews, research and workshopping – it became evidently clear that this was a strikingly human-centric business. Their distinction in the sector was both related to the quality of their client relationships and the value they bring to individuals through their products.

Stellar Strategy

With the results of the questionnaire, the brand image was sure to change. We wanted to get that idea of being contemporary across in the visual identity with an impactful typographic style, nature inspired colour palette and people-based imagery. We took a brand-led approach to website design, development and prototyping; ensuring the strategy and visual identity was translated in the most compelling and distinctive way. The all new digital social media experience allowed the users to understand the products and gain insight into what benefits were offered. The brand received extensive working to meet the set contemporary needs. The idea was to create an interesting look and feel of the packaging while creating waves in the industry.

Groundbreaking Execution

Working with the client to understand the R&D behind our core ranges, we knew that consumers looked at Neemax, as a better alternative to natural personal care products. Setting up a new colour palette and packaging meant giving the brand a new lease of life.

Campaign – Wholesome Goodness

Neemax brings the goodness of Neem – a powerhouse ingredient, through a wide range of products across its portfolio. From cleaning to personal care, every product is carefully designed to protect and nurture our customer’s health and wellbeing.

Using this as the USP, we created an always-on social strategy, re-imagining their social channels with innovative social-first content full of personality and brand language. The content ran across Facebook, Instagram and Youtube.

Key Takeaways/learnings

Handling a new emerging brand, certainly came up with a lot of challenges and questions for all the concerned teams at Trizone. However, working through it all, we made sure to help the brand shine like a star in the state in such a less amount of time.

Clients Speak

Trizone helped us look at Neemax not just as a product, but as a complete brand. From understanding the consumer mindset to shaping the packaging, communication, and digital presence, the team gave Neemax a clear identity in the herbal personal care space. – Marketing Manager, Neemax