Wafia
Wafer Brand Designed for Teen
Psychology
THE NEED
A Shining Brand Identity
Wafia, a wafers brand approached us to create them a brand identity right from an appealing Brand name that gives them distinctiveness and attractiveness to become the leader in their chosen market segment.
What we did ?
- Branding
- Brand Visual Language
- Brand Packaging
VERBAL BRAND POSITIONING
Narrative Inspired by Mafia
When we studied Britannia’s market research, we found that the Kids love chocolates, Adults love Dark chocolates and Teens are attracted to wafers. Teenage fellas are generally rebellious, and they start questioning the authority. They love to have a distinctive persona from both kids and adults and that reflects even in chocolate choices. Thus, we tried to brand our wafer making client to attract teenagers with the brand name Wafia, inspired by Mafia, the law breakers.
VISUAL BRAND POSITIONING
Can Ruggedness Visually Communicated?
We have carefully crafted brand elements that effectively convey the ruggedness and toughness of the Mafia theme. To showcase Wafia's wafers, we decided to use a bold and explosive visual approach, with the wafers and creams scattered in a dramatic fashion.
THE IMPACT
The New Teen Craze
Wafia started performing well at the Kirana shops competing well with other established brands. The increase in sales demonstrated that Wafia's products resonated well with the choices of young people.