Launching a lifestyle product that most of the indian market is naive about
A window-screen product from Australia was making its foray into the Indian market in 2014. Freedom Screens is the makers of top-of-the-line solution in the realm of commercial and residential window-screen technology. It offers a variety of mesh and fabric screens in an array of colours, importantly, backed by an efficient service.
While the brand had the advantage of its Australian technology and lineage to go to town with, it did not have a brand image or an identity that would help establish the necessary brand salience. While here was an amazing product, there was hardly any experience or know-how about the product.
With such a product, it was vital that the brand is repositioned to create an experience with the business or consumer. So the exercise included branding, with the existing logo being modified. A brand identity was created to define the brand’s culture and story. This followed by redesigning of the website, brochures, catalogues, visiting cards and stationery. This was pursued with a comprehensive digital strategy. Not just that, we also took up environment branding for their office.
The strategy has enables its growth from a new entity into a product-provider that’s assuming the place of the industry leader in the retrofit retractable screens solutions space.