OTVETDESIGN

Ingro

Task

Positioning strategy and packaging design concept for the household pumps line

Context

The situation in the middle price segment of the pump market looked rather dolefully. Shelves of specialized stores were filled with indistinguishable brands with more or less similar technical characteristics. Plus, the packaging of each of them was focused strictly on functionality: showing the product face, bringing technical information. With a lack of high-quality design, such an attempt to seem serious and reliable was not read. So information capability was lost.

During the discussion of the project inside the agency, another detail was already recognized as noteworthy: often boxes with goods were displayed right in the hall and, theoretically, could be used as an additional communications channel for the brand; which thinks about it.

At the preliminary analysis step, two equally essential target audiences were identified. The first, the obvious one, is middle-aged men with middle income, "summer residents", or efficient. The second one, imperceptible immediately, but no less important, is shop assistants based on the recommendations of who pump buyers make a choice in the middle segment.

Strategy

The main solution was to be unlike everyone else. Take a chance, stand out, and do something that no one in the industry has tried before us. Namely: to tell in a simple and understandable language about a simple and understandable product. It must be not talking about microscopes. Powerful working images are for really working mechanisms.

Equally important was to give the packaging a maximum of functionality. However, unlike competitors, when it implies putting the largest number of technical details onto the box. Our choice is to make pump packaging a full-fledged carrier of brand ideology, in fact, additional advertising information in shops.

The main solution was to be unlike everyone else

Concept and Implementation

We decided to compare pumps with people; each of them is endowed with its own individuality and character. Bright and familiar, like neighbors in the country. That helped the brand’s products gain a recognizable and appealing appearance that markedly distinguishes it from the cold-technical shelf neighbors.

The "emotional" approach helped to clearly and capaciously build the entire Ingro product line: from an assertive Russian woman (pump station) to a compact drinker (vibrating pump for a well). Every SKU has acquired its own face and recognizable character, which you can understand without going into the details of the application instructions.

Key-visual of the packaging is characters symbolizing a particular brand product. Bright colors and the same author’s graphics emphasize the categorical brand character. There are no intelligent half measures and abstruse understatements. So there are "juicy" characters based on recognizable archetypes in our country; saturated color fills; sharp statements about the product adjoining to its technical characteristics. All of these are ways untypical for the industry. Moreover, it all works. Like Ingro pumps.

Key-visual packaging are characters symbolizing a particular brand product.

High reputation level having stunning success from the first days of launching

Loyalty of the additional target audience — shop assistants.
As a result — their great recommendations

A high level of loyalty of the key target audience, which appreciated the brand’s comprehensibility and "humanity".

Festival success of packaging that has become one of the PR-instruments for brand promotion.

Effective sales from the start, all that is without an additional marketing budget.

Leadership in middle price segment.

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