Chilli Brand
brand revamp & packaging design
Heritage of a Confusing Brand
Astrapharm’s Chilli Brand is a pain relief product that has been popular among Asian consumers, especially the older group of audiences, for more than 50 years. It is a product of great history and heritage.
Eventhough a successful product, it has survived on a brand name that the client had been promoting for decades without realizing that no one can recall or use that "official" brand name: Porous Capsicum Plaster.
The first and most important action was to realign the brand name with consumer's recognization: "Chilli Brand".
Then the overall image of the packaging was refreshened with more modern visual language and cleaner illustration.
Design & Research Process
ORIGINAL BRIEF: Revamp the packaging design.
It was originally assumed that due to the 50-year outdated packaging design, the product faced great difficulties breaking into the new market and approaching new consumers. But a quick study shows an opposite hypothesis that the product’s problem may not lie on its packaging but its brand’s awareness.
A research was conducted to study the product’s brand awareness and its position/perception among consumers and sale associates. It showed the opposite to the original assumption from the client.The supposed out-dated packaging design had been becoming the crucial recognizing point of the product. It creates a unique charm that falls directly into consumers’ interest when they look for a trustworthy and effective pain relief remedy.
The original brief was quickly scrapped for a new brief with new objectives that were in line with the consumers’ interest:
+ Realign the brand awareness: the original brand name (which no one can recall)- Porous Capsicum Plaster - was changed to the familiar term that both consumers and distributor has been referring to the products: CHILLI BRAND.
+ Maintain & Enhance the old Packaging Design: refreshing the old design in a cleaner and modern approach that would continue to hold the current audiences’ interest and at the same time attract new, younger target audiences.
Literature Review
Survey & Participatory Research
And lastly, the print process was managed carefully to ensure the utmost consistent colour to the packaging on all medium and format. Because the packaging colour was important recognizing visual for the consumers.