WOW Design India collects Gold for Packaging in the 2016 Muse Creative Awards for Park Avenue
WOW Design India won a Golden Award at the Muse Creative Awards 2016. It is an international advertising award for creative professionals who possess the unique ability to inspire with concept, writing or design, whether it’s via traditional materials or electronic media. WOW Design has won a Gold for the category Packaging Single by submitting the case titled – Creating Park Avenue Deodorant Range for Women, with The Must Have ‘Female Panache’
Park Avenue, JKHC’s premium apparel brand is recognized for its exclusive offering in the western formal wear for men and women which is further extended into personal care products with a range of perfumes and deodorants. Park Avenue intended to launch a deodorant for young women. The category is much cluttered and there are a plethora of brands to choose from. The big challenge that WOW Design faced was breaking the clutter with a vibrant look and feel that appeals to young women.
The PA woman is confident and bold but not a rebel, carefree but not careless. Her grooming basket is empty without a deodorant and the multi-time utility nature of the product prompts its customers to carry one in their handbag as well. So if Fogg is for the ‘smart’ and Eva for the ‘elegant’ women, Park Avenue was to appeal to the “Women of Style” bringing alive the core brand proposition of ‘Freshness’. Hence to launch the brand, the packaging design needed to carry a high aspiration proposition and a language that she could associate her life with.
The team at WOW Design overwhelmingly said, “This is a moment of pride for us. Muse Creative Awards was a great opportunity for us to showcase our creativity. Winning a Gold at the prestigious Muse Creative Awards 2016 has been an achievement for the team. The Women’s deodorant category is coded with soft colors, floral graphics and swooshes. We categorically stayed away from the stereotypical cues and presented a bolder, color blocking approach along with fluid illustrations. It is this differentiated approach that has enabled the brand and its packaging to shout out to the women consumer of today.
They further added “We are happy that our work for Park Avenue’s deodorant range for women has been appreciated and feel motivated out do ourselves on all fronts of branding, strategy and Design to win more accolades in the near future”.