The Growth Catalysts

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The single biggest problem with communication is the illusion that it has taken
place
George Bernard Shaw

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We help brands communicate their meaning in the most simple, effective and desirable way through Branding and Packaging; creating preferences, lasting impressions and relationships.
New markets and mindsets, old concerns and active competition all create brand opportunities. Lokusdesign helps you find advantages in these changing scenarios.

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Services
We help brands communicate through

Packaging design Structures Innovation

Branding
Strategy Corporate Identity Graphics

Graphics
Mechanisms

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Branding
Branding and Communication Strategy:
Insights research, strategy, branding, communication design, styling, values, vision, personality, overall experience, differentiation, positioning, evolution or revolution, etc.

Corporate Identity Design:

Identity design, logo, naming, theme creation, color story, shape, tactile/ materials, sound, illustration, typography, environment, house styling, collaterals, brand manual, etc.

Graphic Design:
Collaterals, internal & external communication, signage, exhibitions, packaging graphics, etc.

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Packaging Design
Packaging design innovation:
Structures, form innovation, styling, themes, trends, house- styling, differentiation, retail, positioning, green design, etc. Value enhancement & growth Brand building and communication

Differentiation & competitive advantage

Brand: penetration, recall, equity, etc. Brand Rejuvenation

Packaging graphics:
Identity design, theme creation, color story, trends, house styling, design for decals, shrink sleeves, labels, printing

Brand pass-off issues

Cost efficiency Compliance improvement Design for protection: Anti-counterfeit design

Mechanism design:
Dispensing, pumps, atomizers, unit dosing, child resistant, nonspilling, metered dosing, tamper proof details, delivery systems, hinge design, etc

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Innovating possibilities.
Delivering business results.

At Lokusdesign, you tap into a decade

long experience of brand and packaging design wisdom and cutting edge approaches, all brought together by people who are passionate and enjoy

matching intellect with a demanding

marketplace. The result is innovative

brands and packaging that works in the

real world.
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Leadership Structure

Badve Chandrshekhar
Director - Strategy and Marketing Co-founder

Risaldar Milind
Director Operations Co-founder

Kabra Siddharth
Director Branding and Packaging Design

Chaudhari Prashant
Director Printing and Allied Services

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Leadership profiles
Member and Visiting Faculty Co-Chair; Education Vertical- Confederation of Indian Industry; Young Indians

Confederation of Indian Industry: MSME sub-committee and Education sub-committee

Federation of Indian Chambers of Commerce & Industry (FICCI)

Badve Chandrashekhar
Director - Strategy and Marketing Co-founder

Awards and Achievements Swatch Fellowship: Rado Watch Co, Switzerland, 2000 Opus Design Award 2000 International Eye Wear Design competition, Patrick De Hass Committees special prize Educational Qualifications

As a Director; Strategy and Marketing- He is responsible for Lokusdesigns fast-growing operations, design consulting business, key account and reputation Management. Rich experience of 15+ years in Design Innovation and Strategic Design I currently lead a Strategy and Brand Consulting Company. This long rich experience consists of Cross Functional Design, Packaging Innovation and Brand Management, Insights Research and Communication Design.
Passionate to inspire organizations to innovate, transform and grow using design, the tool for competitive advantage helps me go the extra mile stretch and think out of the box.
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Currently pursuing
1998- 2002

PhD in Strategic Design, Indian Institute of Technology (IIT), Mumbai

Post Graduate Diploma in Product Design, National Institute of Design (NID), Ahmedabad

1996-1998

Post Graduate Diploma in Production Management, AIIMS, Chennai

1995-1996
1993- 1996

Post Diploma in Plastics Mold Design, CIPET, Bhopal

Diploma in Tool design and Mfg., MIT, Pune

Leadership profiles

Risaldar Milind
Director - Marketing Co-founder He is responsible for the companys aggressive operational engine and legal portfolio. He has a rich experience of handling prestigious mega projects and best brands in Branding, Packaging and Retail sectors. In his career, he has accomplished extensive research in experiential spaces, material possibilities and explorations, Form analysis, Future research on trends and design.

Educational Qualifications
1998 - 2002 Post Graduate Diploma in Product Design, National Institute of Design (NID), Ahmedabad 1992 - 1998 Diploma in Interior Design from IED, Vallabh Vidyanagar

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Leadership profiles

Kabra Siddharth
Director Branding & Packaging Design Brand and Communication design, Packaging design and Strategic Technology interventions are some of the key interest areas for Siddharth. Siddharth has been instrumental in maximizing value for several leading brands and products in diverse sectors. Branding and Packaging Design portfolios of Lokusdesign are spearheaded by Siddharth. Cofounder and Director of the company, he also holds technology and IPR portfolios.

Awards and Achievements Opus Design Award 2002 Sekiguchi Committees special prize, Design broadband award for

creating and accessing better quality of life through sustainable solutions are a few to name.
Educational Qualifications 2008-2009 Diploma in Strategic Management IIM-C 1999- 2003 Graduate Diploma in Product Design,National Institute of Design (NID), Ahmedabad

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Leadership profiles

Chaudhari Prashant
Director Printing & Allied Services
He is responsible for the large format digital printing and brand implementation portfolio. He has 17yrs of rich experience of handling mega projects and best brands in Brand and Visual Communication, Retail Branding, Printing and Implementation locally and nationally.

Educational Qualifications

1991- 1994

Diploma in Printing Technology,

Maharashtra Institute of Printing Technology, Pune

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Lokusdesign consistently achieves less than 5% variance in delivery schedules & customer delight above 95% y.o.y for last 3 years Reliability I Consistency I Customer Delight

Only ISO 9001 : 2008 Certified Design Consulting Co in India

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Leading companies that seek our expert services

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Logo, Logotypes and Trademarks are owned by respective owners and are acknowledged

Design Process our work module

Gain insights through research & analysis, implicit & explicit needs, etc.

Consider and analyze all angles before innovation, specs, features, packaging strategy, etc.

Concepts, functional & visual, formal themes, silhouettes, color story, housestyle, mechanisms, etc

3D models, detailing, engineering, drawings, KLD, models, prototyping, etc.

Affordances, capitalize an idea & offer other variants or options mix & match ideas, etc.

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OUR WORK

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Powered Indias biggest electrical brand

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Scope: Corporate identity design, brand management, communication design, brand manual, collaterals, rollout materials
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Web site : Home page

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Brochure front

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Poster

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Created an inspirational positioning in a highly competitive and over crowded two wheelers market

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Lokusdesign helped to break the perception of Brand Mahindra as a commercial vehicle Mahindra brand Scope: Brand researchbrand identity- designpost design support
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Scope: Brand research, brand identity, design, post design support

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Created an international market where there was none

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110% sales growth without any ATL & BTL support Increased consumer brand interaction from 10 secs to 15 mins; leading to better recall

Scope: Packaging Innovation, branding and packaging graphics

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The Crunch
1. Our research suggested that organic tea is perceived more as an experience than a mere beverage. 2. Time spend with the brand/\pack is very little, leading to low brand exposure and low consumer engagement. 3. The pack is confined to the kitchen & never makes it to the dining or living areas, negating any possibility of brand visibility or exposure to other person/ guests. 4. Increasing word of mouth chances

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The solution

The package not only does its primary job of containing but is the central part of the overall presentation.
Innovation is in the packaging format, opening like a cigar case. Transcending from being a mere container to a presentation format, engaging & connecting with the consumer for longer period.

Pack is offered to the other person/ guest, who then would pick up a tea bag sachet this process ensures longer involvement with the brand & pack.

Longer the involvement better the chances of relationships and word of mouth publicity

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Critically infusing the finance industry with creativity and service innovation

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Key concerns
How do we expand the current portfolio from low ticket consumer durable finance to high ticket portfolio of products How do we become a key player in these segments How do we build service experience for high class clientele

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Objective
Awareness Customers are identified and an offer is presented to them Acquire Customer likes the offer and decides to take the loan Conversion, Retention & Repeat Customer takes the loan Pleasurable Closure Mindshare Guidance and Trust Experience Product buying Repeat buying Word of mouth publicity Additional conversions

Create Highlight USP Generate recall Influence decision

Build Trust Connect Engage Guide WOW Experience Differentiation

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Product promotion posters

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Product promotion posters

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Product promotion posters

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Internal event posters

Teaser-revealer

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Internal event logos

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Product promotion posters, EMI tags

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Internal emailers

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Internal emailers

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Auto Major
Space Design

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LG Electronics
Retail Store: Design, Planning & implementation
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Sharp India Ltd.

Flagship Store Design: Interiors, Furniture, Illumination, Branding, Identity Design, Strategic design & Graphics
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Ezeego1 (Cox & Kings)

Retail Stores: Turn Key Project, Space Planning, Interiors & Furniture
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Kiosk

Kiosk

Manned Kiosk

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OUR WORK
Packaging design and graphics

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Revitalized Indias most successful mens brand

From 6% to 33% rise in sales

Won PFFCA STAR 2009 in the category of Structural and Graphic Design for Improved Aesthetics

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Scope: Brand Identity design, house style development, packaging graphics, name coining and color story
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Key concerns:

Involvement:

1. How does one modernize the existing brand which has very strong brand & visual equity? 2. Would this change negatively affect the brand? 3. Would it improve sales?
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Brand identity, visual language, house styling, packaging graphics, name coining, colour story, prototyping, etc.

Innovation in creating delightful experience in receiving gifts

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Scope: Brand, product & market research, theme/mood board, visual language, packaging structure, packaging graphics, prototyping, post design support, etc.

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Refreshed worlds favorite vodka brand with retail strategy & innovation

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10X sales in first month and overall 32% rise in sales

Scope: Research, strategy, brand launch and retail, design innovation and validation
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Our Market Mapping Conclusions

Tremendous off-premise communication regulatory constraints; limited opportunity

Cluttered and me-too communication strategies and product launches

Few seconds to make an impact; both off-premise and on-premise (visuals can do the trick) Off-premise major contributor to vol./ sales compared to On-premise Consumers typically try the drink on-premise and then buy it from local shop Lime flavor can be a blockbuster product provided consumers get to taste/smell the product

Great acceptability to new products if tried once

Other communication and on-premise tools can help reinforcing the decision

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Innovation: altering the traditional Sales and Marketing process

Traditional route to consumers wallet Innovative route to consumers wallet Step 1: Off-premise smell spray tester + eye catchy visibility and promotion + On-premise push/tasting Step 2: Try's a drink, if likes, spots at retail Step 2: Refreshing Lime smell an instant HIT! Buys it (POS Step 3: Buys (POS helps to push) helps to push). Also tries the drink on-premise

Step 1: On-premise push/ tasting + Off-premise visibility and promotion

Tastes on-premise > Visible at off-premise > Buys it Lengthy process & may forget the product/promotion

Smells off-premise > Visible at off-premise > Buys it and may taste it on-premise Short process and instant connect to the refreshing lime flavor

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Innovation: altering the traditional sales and marketing process

Our strategy proposed, for the first time, addressed the four senses: visual, audio, taste and

smell

1
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Spray and flavor card

A product presenter, at a liquor shop, would spray the flavored liquid on a flavor card for the consumer to smell, thereby inducing him to buy. Innovation currently under Global IPR protection process.

Card front spray side

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Card back

Poster

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Banner

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Dangler 1

Dangler 2

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Coaster

Recipe at the back so that people can carry the coaster

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Necker

Inside Pages
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Outside Pages

Promoter Uniform

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Recreated spirit of Smirnoff Nightlife

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Launched variants with a touch of India

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Poster for Smirnoff Masala Marke

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Standee for Smirnoff Masala Marke

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Brand Identity design, house style development, packaging graphics, name coining and color story
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Revamped a technology giant in the after sales service market

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Business challenge:
Problem

Lokusdesign response

Services or product offerings were not understood well

by their customers (users, purchaser & influencer)

Our research & analysis could identify effective new brand touch points & mar-com needs that were then strategically targeted to specific decision makers for multi point effect

Honeywell was perceived as an unnecessarily expensive player, contracts would go to value players

Shifting the dialogue from rate to value by effectively communicating the value Honeywell brings to its products & services vis-a-vie its competitors

Communication was only targeted towards purchaser and often other decision makers are left unattended

Brand touch points were insufficient to appropriately communicate offerings resulting into longer decision making time

Communication strategy, service brand identity & visual language that can effectively communicate offerings

Simplifying and aligning the collaterals to a central thought Total revamping of collaterals for key services Differentiated in the crowded services market

Communication was confusing and often lacked visual simplicity & powerful unified strategy

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Scope: Corporate identity design, brand management, communication design, brand manual, collaterals, rollout materials
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Corporate communication

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Corporate Brochure

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Direct mailers

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Quarterly Magazines

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Energized Indias biggest wind energy brand

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Branding for Indias one of the Biggest SEZ

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Elements of logo are incorporated into the surrounding landscape.

Entrance signage

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650 acres SEZ, Padubidri & Coimbatore

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OUR WORK
Packaging Structure Innovation

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Added shine to Indias most trusted brand

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Scope: Research, design innovation, engineering, prototyping, testing and post design support
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and successfully launched mega brands

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Essenza Di Wills, ITC Ltd

Scope: Research, design innovation, engineering, prototyping, testing and post design support
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Fiama Di Wills, ITC Ltd

Scope: Research, design innovation, engineering, prototyping, testing and post design support
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Fiama Di Wills, ITC Ltd

Scope: Research, design innovation, engineering, prototyping, testing and post design support
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Vivel Di Wills, ITC Ltd

Scope: Premium soap design, quali design research, usability analysis, design innovation, detailing, engineering & prototyping
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Vivel, ITC Ltd

Scope: Research, Packaging Structure design, 3D modeling/ CAD, Fitments, Prototyping, MFG Finalization and Release
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Superia: ITC Ltd

Personal Care Products
Quali Design Research, Usability Analysis, Design Innovation, Design Detailing, Engineering, Prototyping
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Created a market in a over crowded market

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Scope: Brand Identity design, House style development, packaging graphics, name coining and color story
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Re-positioned a product in an over crowded market

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Ranbaxy Laboratories

Scope: Product structure, brand identity design, packaging design, label graphics, design detailing, engineering, prototyping
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Promotional pack for Color Gloss Shampoo, Godrej

Scope: Packaging graphics, color story

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Created packaging design that would stop a monstrous 41% counterfeit drugs market

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Anticounterfeit Detection

Track & Trace

Counterfeit Detection System

Drug Integrity

Real Time Monitoring

Scope: Research, Product design, Packaging Structure design, 3D modeling/ CAD, Fitments, Prototyping, MFG Finalization and Release
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The Growth Catalysts

Pune, Mumbai, India I Helsinki, Finland I Santa Clara, USA www.lokusdesign.com

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