MUMBAI: DY Works, a brand strategy and brand design firm, has created a new identity for Marico’s Parachute Advanced- Tender Coconut Hair Oil.

Over the years, the blue bottle has been synonymous with the Parachute brand. In view of the changing mindsets of the Indian consumer, and increasing competition, Parachute has changed. While reaffirming its strong trusted brand heritage, it sought to break away from the stigma of “stickiness” and “old fashioned” associated with coconut oil.

To address this concern and strengthen its hold in the market, Marico added Parachute Advanced to its product portfolio-modern hair oil based on the concept of ‘refreshing nourishment’. The aim was to introduce “Green Coconut” as a new ingredient in the category, and, at the same time, maintain and leverage the brand equity of the parent brand.

Speaking about the assignment, DY Works president Alpana Parida remarked, “Moving away from traditional paradigms of a protagonist posing in long thick hair to an ingredient led product that is non-sticky for the evolved consumer”

The brief stressed on crafting a delightful sensorial association to minimise the dissonance with oiling. It also sought design and imagery that would be differentiated, premium and modern. The reassurance of nourishment and efficacy was pivotal.
Based on this, DY Works researched through competitive analysis and a semiotic study to decode relevant and changing discourses for the category, thereby leading to the establishment of a unique shaped packaging.
The new, improved bottle structure was established to have a unisex appeal along with a shape that helps create a premium space by breaking clutter and separating it from other brands in the category. The structure allows enough space for the label to establish effective brand identity and an effective shelf throw.