Hoovu, known for their fresh prayer flower delivery, was ripe to deepen their relationship with their customers.
Having gained customer love with daily delivery of fresh flowers, Hoovu was now ready to be a bigger part of their customer’s daily prayer rituals.
What followed was an incredible journey of many interesting conversations with the prayerful, and observations of those in the business of prayer.
Our consumer immersions revealed apprehensions and aspirations as devotees carefully select their aids to the daily prayer ritual.
It was incredible to note the many stark differences in the way people purchase for themselves, versus when they are investing for the almighty.
We wanted the new Hoovu packaging system to resonate with devotees in a way that doesn’t feel forced. And so, we leaned into an integral part of the daily Hindu puja – The Panchbootas (The Five Elements – Earth, Water, Fire, Air and Space.).
Mudras, (sacred hand gestures), are integral to Hindu puja rituals, and help us channel our energy and a deeper connection with the divine. The Vaayu Mudra, embodying the wind, serves as a celestial conduit for communication between the devotee and the almighty. We also brought in illustrated elements inspired from Gopuram (temple) structures to encase our Mudras, significant of the sacred gateways to spiritual elevation and inner peace.
CREDIT
- Agency/Creative: Stratedgy
- Article Title: Consumer Research, Packaging Strategy and Design System For Hoovu, Stratedgy A Fresh Take on Tradition
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: India
- Agency/Creative City: Mumbai
- Market Region: Asia
- Project Deliverables: Packaging Design, Packaging Guidelines, Research
- Format: Box
- Industry: Retail
- Keywords: incense sticks, flower, natural
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Credits:
Creative Director: Krupa Sheth Kapadia
Lead Designer: Anuja Mehta
Brand Strategy and Copywriting: Kruti Berawala
