Kapiva Repositioning
As you go through my portfolio, you will notice that I recently worked on Kapiva here. They came back to Opposite HQ within the space of a year to reposition their brand in the market space, after growing 10x in that time frame. Kapiva was looking to ride on a new wave of combining Ayurvedic principles with everyday foods, an experiment that worked really well for them. They called it “Modern Ayurvedic Nutrition”. The brand’s renewed focus was to introduce Ayurveda into every Indian’s lifestyle, while product level focus was solving lifestyle problems like obesity, diabetes, immunity etc.
The scope of work involved developing a new story behind “Modern Ayurveda”. We were also commissioned to work on the packaging for a set of new product ranges namely - effervescent powders, nutritional supplements, kid’s nutrition powders, ready-to-cook breakfast meals, and gummies.
I was in charge of project management, execution and delivery. My creative responsibilities included, curating the new brand story, translating the story into brand positioning guidelines, and packaging design. Following is a description of my work for the brand:
Industry
Nutrition, Healthcare, Supplements
Scope
Brand and Product Positioning, Packaging, Brand Story
Team
Abhisek Sarda, Indranil Udupi, Sanjana Hegde, Vidit Agarwal
New Brand Story
The brand story would serve as the springboard for everything the brand spoke about - on packaging, marketing, social media, newsletters, PR etc. So the story had to be more strategic than just a flowery prose. Working closely with the marketing team at Kapiva, we closed in on a set of pointers that needed to be covered in the story:
- Focus on the lifestyle nature of Ayurveda, rather than just Ayurvedic ingredients.
- Define Ayurveda as a holistic lifestyle choice than just a curative form of medicine: “Ayurveda as nutrition, not just cure.”
- The effort Kapiva is putting to make Ayurveda more accessible to modern Indians: “Ayurveda as food, not just medicine.”
- Address the association of Ayurvedic ingredients having bad taste and how Kapiva is taking care of this aspect.
I created 3 versions of the brand story for different use cases - Full length, Long format, Short format, Tiny format, Sentence format. Depending on the space available and the need to be informative the above formats could be used on packaging / social media / articles / blogs etc. Find below the final brand story:
Brand Positioning Document
While the brand story was a well crafted explanation of the purpose of Kapiva, a brand positioning document is a vital artifact that needs to be shared with brand partners like advertising agencies, influencers, brand ambassadors, and social media managers for their understanding. Therefore, this guidelines document had to be concise and an easy-to-understand. In consultation with Kapiva, I extracted excerpts from the brand story, modified it in ways that were comprehensible to even a layman, and created a succinct positioning document.
The document below is crafted in a format that has just enough information to convey Kapiva’s purpose to the reader clearly.
Packaging Design
Creating a lifestyle brand out of Ayurveda, an ancient Indian science, targeted at a modern audience meant the packaging had to be extremely appealing. The must haves of Kapiva’s packaging:
- A sense of modernism - our creative director and designer evoked this through the use of new-age typography, studio-shot imagery, and contemporary colour choices.
- A trustworthy character - I made it a point to explicitly showcase the benefits of the ingredients used, nutritional value, and statutory claims like cruelty free, no dairy, non-GMO etc on the packaging. This would invoke a sense of trust in the buyer.
- Friendly Content Writing - Instead of just stating facts, I drafted the content in a conversational format. For eg: Instead of saying “How to use Kapiva’s Collagen powder”, I wrote it as “For your best skin ever: “ - minute details but important.
Find below screenshots of the new packaging (These are yet to go into production)
Learnings
This project enlightened me with great business acumen. The importance of reorganizing your business principles in light of the ever-evolving market space. Businesses in the modern age need to be super agile, prepared and capable of changing their stance based on the needs of people and the market. As someone who wishes to build brands of the future, I wish to inculcate these learnings into my approach to business strategy.