Creating a new avatar for a regional beauty soap brand ‘NJoy’ to help them take on the national brands.

Brief & Background:
Raj Group is one of the leading group of companies in the northern region of India dealing with soap, detergent and fatty acids industry.
The group though started its journey with the products that could suffice the most essential and the basic needs of the customers but now has decided to shift the gear towards more value-added products, while retaining the old product line.

Njoy is a flagship beauty soap from Raj Group with a commanding presence in major northern and western states of India. The great customer loyalty and growing volumes led the group to think about embarking on a journey of going national.
It’s always a creative challenge to propel a regional brand with a sheer design strategy. This is what got us excited about the project. So the brief was to revamp the packaging of Njoy soap with the 125g SKU in focus.

Deep Diving
The first step was to understand the TG who believes in nature’s goodness in the bathing soap for cleaner, softer skin; followed by learning the attributes of the product that was so popular with the existing consumers.
Njoy is a completely natural and value for money soap. What made the soap score over the other popular bathing soaps was, that it was 100% vegetable oil-based soap, giving a creamier lather and it had a natural aspect in each variant. This unique proposition was strong enough to latch on and leverage as USP for the Brand Revamp.

Approach & Solution:
Njoy with its basic coloured packaging for each variant had a very regional touch but was a powerful visual identity for the brand. Consumer trust is deeply rooted in visual identification, like colours, in tier two towns and villages. With this learning, we took a strategic call to keep the colours similar for each variant in the new design.
We created the logo unit inspired by the tree leaf to highlight the naturalness of the product as it is a strong claim in the beauty soap category. With the flowy creamy layers in the background and more focus on romanticizing the natural essence of Rose, Almond, Sandle, Mint, Aloe vera and Lime; we harped on conveying the efficacy and attributes of the product.
Since the TG of this category relies heavily on visual cues and we decided to leverage them in our design with the use of graphics that would show the use of natural oils which makes the soap more value for money.

Nature inspired design for Raj Njoy soap came to be in a refreshing packaging that helped the Raj Group step in the national bathing soap market with a fresh new avatar.

ClientRaj IndustriesServicesBrand ManagementYear2018