Tata Elxsi, India’s leading design company and Ocean Herbal, a premium Ayurvedic brand have been honoured with the 'India Star Award”'for excellence in packaging design. The packaging design has been selected among 507 entries by a jury comprising of eminent persons belonging to recognized institutions, government bodies and industry experts.
Ocean Herbal a new entrant in the Rs 8000 crore Indian Ayurveda market wanted to launch a premium Aurvedic brand. Tata Elxsi was entrusted with developing the complete brand including the brand identity and packaging design for all the variants. Taking cues from the brand name and key attributes of Ayurveda such as trust and good health, a distinct identity was developed that was contemporary and sophisticated. On the packaging design front Tata Elxsi worked on two aspects which included the form as well as the dispensing mechanism. The design had a well rounded body with a trapezoidal shape that was easy to grip and gave the brand a distinct look. The unique dispensing mechanism ensured an easy and controlled flow of tablets while dispensing. Moreover the design also addressed key challenges of brand visibility, shelf throw, stacking and usage especially amongst elderly people.
Kiran Walvekar, Managing Director, Ocean Herbal, said, ‘The brand identity and packaging design created by Tata Elxsi is very innovative. It has enabled the brand to stand out in a category dominated by a large number of national and regional players. Quality is the essence for any product, especially medicines. Health professionals and end users while applauding the quality of the product have also appreciated the design. We are confident that this will help the brand in a long way in creating a distinct identity. The award is an acknowledgment of our commitment to create a world class brand.’
Commenting on the award winning design, Nick Talbot, Global design head, Tata Elxsi, said, ‘The challenge for us was to create a compelling and distinct brand for Ocean Herbal, yet ensure that it is perceived as a reliable Ayurvedic brand. We are proud to have been recognized for our work on Ocean Herbal and are confident that the brand will be counted as one of the leading Ayurvedic brands globally.’