DSGNECHO
How can design help differentiate in an over-crowded commoditized market?
Client
Advance Metal Powder
Type
Welding Industry,
Manufacturing
Year
2024
Tags
Naming, Packaging design, Product Identity,
Visual Identity, Brand Architecture
The Project
Design Brief
Our journey with Advanced Metal Powder (AMP) began in 2016 when they first approached us for their brand design requirements. Over the years, particularly after the pandemic, our collaboration grew stronger as we worked on various marketing collateral and their email campaigns.
Fast forward to 2024, AMP entrusted us with an exciting new challenge: design the packaging for their welding consumables. We started with a comprehensive market study, analyzing industry trends, user preferences, and the strategies of well-established brands.
The objective was clear—to position Advanced Metal Powder as the leading brand in the overly crowded and a commoditised market while seamlessly extending the legacy of trust they have built over the years into their packaging designs.
Our Approach
Over the next 30-45 days, we embarked on a creative journey, starting with naming the three brands and culminating in designing distinctive identities for their three product lines:
After exploring over 5-6 different directions and brand architectures, we identified the Parent Brand Name – ‘Advance’ – as the most scalable and memorable. We added the suffixes for the 3 different types of materials and applications to convey their specialties respectively. The finalised brand names are
Further, these products are grouped into different categories and forms, including make, saw, and core, based on their specific end-use requirements.
We designed their complete packaging system including the cartons, the tube stickers and the product stickers. The visual identity was set by extending their brand assets while the differentiation of the three brands was implemented through distinct colors, resulting in designs that are neat, clean, and fresh, giving each brand a distinctive and unique look.
These designs were showcased at the exhibition held in Mumbai from November 27th to 29th, 2024. The response was overwhelmingly positive, with customers appreciating the design and expressing significant interest in the products. The client has received numerous compliments and inquiries for the brands, that he attributes largely to the fresh packaging designs. We are happy to have created the impact for our client.