Case Study: Redefining Park Avenue Deodorant – A Strategic Brand Transformation by Lokusdesign

Redefining Park Avenue Deodorant – A Strategic Brand Transformation by Lokusdesign

Overview

Client

JK Helene Curtis (Raymond Group)

Agency

Lokusdesign, Pune

Project

Park Avenue Body Deodorant Packaging Redesign

To contemporize the Park Avenue body deodorant packaging graphics while reflecting quality, uniqueness, and premium product experience. The packaging needed to address four male lifestyle occasions: business, travel, leisure, and evening. The objective was to align the packaging with the brand’s positioning: “Play the Lead”.

1. Project Brief

2. Brand Strategy

Brand Vision:

To be the most favored grooming brand for men, offering sophistication and performance.

Key Brand Values:

• Refined and mature masculinity

• Sophistication and premium appeal

• Dynamic and confident lifestyle alignment

Brand Personality:

• Confident, formal, seasoned

• Aspirational yet relatable

• Symbol of achievers and urban success

Challenges Addressed:

• Brand perceived as aloof and reserved

• Needed to introduce vitality and dynamism

• Reconnect with evolving consumer preferences

3. Consumer Insights

Target Audience:

• Men aged 25–40, SEC A1, A

• Urban professionals: HNIs, entrepreneurs, executives

• Lifestyle: work hard, party harder

• Values: Brand-conscious, refined tastes, value-driven

Key Purchase Drivers:

• Fragrance (evokes freshness, power)

• Freshness (perceived energy and transformation)

• Longevity (lasting performance)

• Brand image (badge value and class perception)

These consumers sought products that reflected their persona—subtle, sophisticated, and effective.

4. Market & Competitive Landscape

Category Saturation:

Fragrance, freshness, and longevity—core category expectations—were commoditized.

Competitive Brands:

• India: Axe, Set Wet, Fogg (young, vibrant, mass-appeal)

• Global: Nivea, Adidas (minimalist, performance-driven)

Park Avenue had the opportunity to distinguish itself with a refined, house-style visual identity.

5. Design & Packaging Graphics Strategy

Design Objectives:

• Reinforce brand identity through unified house style

• Enhance shelf impact and recognizability

• Cue the brand’s refined and dynamic values visually

Key Visual Elements:

• Proprietary can shape retained

• Consistent placement of logo and key graphics

• Use of subtle, masculine color palettes (black, grey, blue)

• Graphical patterns and symbols to represent variants

• Clear typography and hierarchy for easy readability

House Style System:

• Standardized layout across all 9 variants

• Color-coded background and minimal graphic tweaks to differentiate

• Maintained logo position and visual consistency for brand recall

Variant Naming & Themes:

• Categorized into Evening, Business, Leisure, and Travel

• Each name represented a personality and lifestyle occasion (e.g., Wicked for evening, Game for business)

6. Outcomes & Impact

• Stronger Shelf Presence: Unique graphics and color systems enhanced visibility

• Higher Brand Recall: Unified identity helped consumers associate the product family

• Refreshed Perception: Brand appeared more modern, energetic, and aspirational

• Extended Equity: Enabled consistency across future grooming products

7. Conclusion

This strategic revamp by Lokusdesign reimagined Park Avenue from a dated deodorant brand to a confident, modern lifestyle brand for today’s man. The use of consumer insights, design systems, and brand storytelling created a strong emotional and visual connection, setting a benchmark in Indian grooming product design.