Halo
At Halo, we believe in care through minimal accessory design. Care is so invisible that it intuitively becomes a part of you. Care in a form of a warm hug tied around the feet for you and your family. While you comfortably wear our silver halo, it benefits you in numerous ways. Integrating daily aesthetics with care, we master contemporary, modern and minimal anklets for all.
Timeline
Subjects
Keywords
Tools
: 7 days | Jan 2021
: Brand Strategy | Brand Identity | Campaign Design |
Brand Concept | Copywriting
: Gender Neutral Branding | Accessory Brand
: Illustrator, Indesign, Photoshop, Procreate, Xd
Context -
The design challenge was to choose a gender-biased object from my childhood and portray it otherwise. The chosen object was -payal: Anklet. While there were traces of men wearing anklets around different places of the world but even those disappeared making payal/anklet just for women. Payal became a sign of beauty, the name of Indian girls and daily use jewellery in Indian households.
Question -
How can a piece of jewellery, payal so integrated to just for a female, can be made gender-neutral?
What perspective can create an intervention that becomes gender-neutral intuitive?
How can this intervention be simple and easy to adapt to avoid complexity and resistance to adapt to change?
Because parents play an important role in a child’s upbringing and thought process, how can we intervene with children and parents to break gender biases and social conditioning?
How does marketing play a role in all this?
Secondary, Primary and Market Research -
Reading about the artefact, its history, it's making, marketing, influences etc. Deconstructing its meaning, symbolism and importance. Silver anklets has much more significance and benefits than being just a visual beauty piece Through google forms and personal interviews, the gaps and the opportunities were observed. The audience was more interested in buying after they knew some kind of benefits especially when it benefited the health. Segregation of answers on the basis of age as well as gender to see study the target audience and consumer choices.
A lot of major jewellery brands’ websites like Tanishq, Caratlane, Kalyan Jewellers, Tbz and many more didn’t have an anklet collection. There was no special mention of anklets. Most of the sites had earrings, rings, bracelets, pendants, necklaces etc. In the sites where there were anklets like Amazon and Myntra the options for guys weren’t there or the options were too less and only targeted to youth and non-daily wear uses. Sites with personalisation and custom jewellery didn’t have an anklet option. Seeing these gaps in the jewellery industry, anklet would be a major opportunity to build on. Seeing its benefits and scientific facts for its usage, the anklet can be sold to many with very less market competition.
Target Audience -
Working adults aged above 30 years living in urban regions. People who prioritise their and their family’s health belonging to moderate to high income brackets (middle class and upper-class people)
What does the consumer currently believe in?
Taking care of health is mandatory but complex Precaution is better than cure
Hence, a to break the stereotypes of complex healthcare and provide easy care through daily accessories that can be used by all.
Positioning Line -
For people who care about themselves and their families and Who want betterment of their mental and physical health Halo is an accessory brand which integrates aesthetics with care. Because through care and love, everyone is happy and joyful.
Brand USP -
A warm and caring accessory brand that integrates aesthetics with physical and mental health care by creating minimal designs to make it a part of you so that you can wear it with comfort and ease.
Mission -
Halo strives to spread care by integrating minimal anklet designs
Vision -
To redefine the accessory industry by integrating healthcare - physical and mental with aesthetic designs in daily life irrespective of the gender. To make accessories more than just a piece of aesthetic value.
Tagline - Invisible Care
The tagline reflects the motto of the brand to provide care in a way that it becomes a part of the body to an extent that it becomes invisible. A comfortable and easy-to-carry care, Halo.
Brand Archetype - Caregiver
The mission and vision of the brand align with that of Caregiver -
Core Desire: To protect people from harm
Goal: To help others and provide care and joy.
Strategy: Do things for others
Gift: Compassion and Generosity
Motivation: Stability
Sub archetype - The Angel: Empathetic and sensitive.
The brand is a natural generator of positive energy.
Values -
Care. Minimal. Sophisticated. Warm.
Imagery explanation -
A minimal imagery usage and play of shadow create an engaging and intriguing visual.
Usage of shadow -
Increases the attention the product
Decrease in the distraction of other elements.
Creates a sense of curiosity by not revealing it completely.
Avoids any kind of biases and is more inclusive.
With a little boundary, the viewer is free to imagine what they want to see.
Anklet -
Sleek, minimal and contemporary anklets. They are designed keeping in mind the survey responses and brand identity. The anklets are realistic. The play of flat shadow and 3d anklet catches the attention of the viewer.
Campaign -
Print - Catering to the target audience print media is seen as a more reliable source of information. They are also avid readers of newspapers and magazines. Hence printing ads in these channels will attract more consumers. The visuals will stand out when compared to the other things printed on these media thus attracting more attention to it.
Using the taglines in different ways to communicate various benefits and promoting different anklet designs creates variety while the visual cohesiveness makes them look similar. Few lines used for brand communication are -
Invisible care for you and your family
Invisible care for everyone Invisible care daily
Invisible care of heal and joy
Invisible hug
Invisible care in all sizes
With a light and textured background, the visuals stand out. A simple and minimal layout makes the brand image look sophisticated. The body copy hints a benefits while also keeping the suspense and directing the audience to the brand’s website.
Packaging
A minimal packaging which can be reused later to store the anklet. Made our of thick cotton cloth, the packaging is sustainable and an appropriate storage for the anklet. The packaging is accompanied by two cards. One made out of recycled paper speaks about the story of the brand along with the care and maintenance of the silver anklet. The other card is transparent and fragrant. It can be stored and kept. The packaging looks aesthetic and sophisticated.
