Jivagro
Building a Horticare Specialist Brand
Shreyans Baid x DYWorks
Overview
The Packaging Design project for Jivagro demonstrates a comprehensive approach to creating impactful and functional packaging solutions for agricultural products. This project showcases a blend of creative design with strategic thinking to deliver packaging solutions that are visually appealing and also practical, sustainable, and aligned with brand values.
The Packaging Design project for Jivagro demonstrates a comprehensive approach to creating impactful and functional packaging solutions for agricultural products. This project showcases a blend of creative design with strategic thinking to deliver packaging solutions that are visually appealing and also practical, sustainable, and aligned with brand values.
Impact
Conducted 15+ user interviews with parents with ambulatory disabilities, uncovering pain points in community access.
Mapped ecosystem interactions to identify key pain points and design a community-driven platform for accessible resource discovery.
Role
Lead Product Designer
Duration
8 Months
Impact
Conducted 15+ user interviews with parents with ambulatory disabilities, uncovering pain points in community access.
Mapped ecosystem interactions to identify key pain points and design a community-driven platform for accessible resource discovery.
Role
Lead Product Designer
Duration
8 Months
The Re-brand
We found that the consumers feel high pride and confidence in growing high quality produce, which when governed by the factor of “optimum usage”, aids the overall goodness of the food and this helped us carve the brand essence for Jivagro - “Securing Goodness of Food”.
We found that the consumers feel high pride and confidence in growing high quality produce, which when governed by the factor of “optimum usage”, aids the overall goodness of the food and this helped us carve the brand essence for Jivagro - “Securing Goodness of Food”.
Build
Embodying the brands core value of goodness and building a strong ownable design language that bolsters Jivagro's position as 'Horticare Specialist'among the consumers
Embodying the brands core value of goodness and building a strong ownable design language that bolsters Jivagro's position as 'Horticare Specialist'among the consumers
Distinguish
Creating a clear category distinction making it easy for the retailer as well asthe consumer to identify and associate
Creating a clear category distinction making it easy for the retailer as well asthe consumer to identify and associate
Empower
Taking user centered approach and enabling them with the correct usage and applpication of the product to unlock maximum goodness
Taking user centered approach and enabling them with the correct usage and applpication of the product to unlock maximum goodness
Three-Fold Approach to Differentiate Jivagro
Three-Fold Approach to Differentiate Jivagro
Packaging Design
Our next phase was embodying the brand’s core values of goodness and building a strong ownable design language that was consistent yet differentiating across its product portfolio.
Our next phase was embodying the brand’s core values of goodness and building a strong ownable design language that was consistent yet differentiating across its product portfolio.
Research
Conducting multiple recce's with shop owners
and farmers
Conducting multiple recce's with shop owners and farmers
Primary Research: Interviews & Ethnography
Competitive analysis
Desk Research
Tools: Interview protocol, Codebook, Zoom, Google Docs, Google Sheet
Primary Research: Interviews & Ethnography
Tools: Interview protocol, Codebook, Zoom, Google Docs, Google Sheet
We identified some opportunity areas for Jivagro's packaging and the consumer which are as follows:
Considering the poisonous nature of the product the packaging of various brands lacked safety measures before and during use.
The Isagro packaging had a low recall value on the cluttered retail shelves which reduced visibility and negatively influenced the company's sales.
The packaging structures had incoherent visuals that did not relate to the product (pesticide).
The farmers had to depend on the retailers for the usage and dosage of the pesticides which resulted in inaccurate use of the products.
The product packaging was outdated and didn't cater to the current needs and practices of the farmers.
Considering the poisonous nature of the product the packaging of various brands lacked safety measures before and during use.
The Isagro packaging had a low recall value on the cluttered retail shelves which reduced visibility and negatively influenced the company's sales.
The packaging structures had incoherent visuals that did not relate to the product (pesticide).
The farmers had to depend on the retailers for the usage and dosage of the pesticides which resulted in inaccurate use of the products.
The product packaging was outdated and didn't cater to the current needs and practices of the farmers.
Key Insights
Key Insights
Our next phase was embodying the brand’s core values of goodness and building a strong ownable design language that was consistent yet differentiating across its product portfolio.
Our next phase was embodying the brand’s core values of goodness and building a strong ownable design language that was consistent yet differentiating across its product portfolio.
Packaging Safety Measures
The lack of safety measures in packaging poses risks for users and erodes trust. By prioritizing safety in design, Isagro can build credibility and stand out as a reliable brand in the market.
The lack of safety measures in packaging poses risks for users and erodes trust. By prioritizing safety in design, Isagro can build credibility and stand out as a reliable brand in the market.
Low Recall Value on Retail Shelves
Isagro’s low recall value on cluttered shelves hinders customer recognition. A visually distinct packaging redesign can enhance visibility and strengthen brand recall in competitive retail environments.
Isagro’s low recall value on cluttered shelves hinders customer recognition. A visually distinct packaging redesign can enhance visibility and strengthen brand recall in competitive retail environments.
Dependency on Retailers for Usage and Dosage
Farmers’ reliance on retailers for usage and dosage information leads to inefficiencies and potential misuse. Providing clear, accessible instructions on packaging can empower users and improve product effectiveness.
Farmers’ reliance on retailers for usage and dosage information leads to inefficiencies and potential misuse. Providing clear, accessible instructions on packaging can empower users and improve product effectiveness.
Inconsistencies at the Brand Level
Fragmented messaging and visual identity across channels confuse consumers and dilute brand perception. A unified brand strategy can enhance recognition and build trust in Jivagro.
Fragmented messaging and visual identity across channels confuse consumers and dilute brand perception. A unified brand strategy can enhance recognition and build trust in Jivagro.
Lack of Differentiation in the Category
Isagro’s lack of differentiation makes it difficult for consumers to identify its products. By developing unique brand elements, Isagro can establish a distinctive identity and improve its competitive edge.
Isagro’s lack of differentiation makes it difficult for consumers to identify its products. By developing unique brand elements, Isagro can establish a distinctive identity and improve its competitive edge.
Lack of Unique Design Elements
The absence of unique design elements limits Isagro’s brand recognition. By incorporating distinctive visuals, Isagro can create a memorable identity and stand out in the market.
The absence of unique design elements limits Isagro’s brand recognition. By incorporating distinctive visuals, Isagro can create a memorable identity and stand out in the market.
HMW
How might we redesign Jivagro’s packaging to ensure safety, improve recall value, and establish a distinctive and consistent visual identity that empowers farmers with clear usage and dosage instructions?
How might we redesign Jivagro’s packaging to ensure safety, improve recall value, and establish a distinctive and consistent visual identity that empowers farmers with clear usage and dosage instructions?
The New Brand and Packaging Parameters Coincide
The New Brand and Packaging Parameters Coincide
It was critical for us to ensure that every Jivagro bottle represents horticulture,
the brand identity and the product content.
It was critical for us to ensure that every Jivagro bottle represents horticulture, the brand identity and the product content.
Building a Farmer Centered Packaging System
A unique farmer-focused packaging system designed keeping in mind the Jivagro visual language.
A unique farmer-focused packaging system designed keeping in mind the Jivagro visual language.
Usage
The icons have been chosen to enable ease of understanding for farmer partners.)
The icons have been chosen to enable ease of understanding for farmer partners.)
Alphanumeric System
The system represents the brand name, category name and product code.
The system represents the brand name, category name and product code.
Tamper Proofing
A tamper-proof system to ensure farmers receive genuine and non–opened Jivagro products.
A tamper-proof system to ensure farmers receive genuine and non–opened Jivagro products.
Ideation
Ideation using four parameters to identify opportunities and ideate the most relevant packaging solution.
With the brands identity and essence in place we created a differentiated packaging for Jivagro that establishes it as a Horticare Specialist and becomes a benchmark for the new category it has created.
Form Derivation
With the brands identity and essence in place we created a differentiated packaging for Jivagro that establishes it as a Horticare Specialist and becomes a benchmark for the new category it has created.
Ideation using four parameters to identify opportunities and ideate the most relevant packaging solution.
With the brands identity and essence in place we created a differentiated packaging for Jivagro that establishes it as a Horticare Specialist and becomes a benchmark for the new category it has created.
