Tata Elxsi and Ocean Herbal wins packaging award

By 16 Oct 2012

Tata Elxsi, the Indian designing company and Ocean Herbal, an Ayurvedic brand have been recognised with the India Star award for excellence in packaging design.

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Nick Talbot: "“The challenge for us was to create a compelling and distinct brand for Ocean Herbal"

Indian Institute of Packaging’s India Star award is considered as one of the prestigious national awards for recognition of packaging design excellence in India. A design honoured with the India Star award is eligible to be nominated for Asia Star and World Star awards.

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 confident that the brand will be counted as one of the leading Ayurvedic brands globally.’

The packaging design created by Tata Elxsi has been selected among 507 entries by a jury comprising ofeminent persons from recognised institutions, government bodies, and industry experts.

Kiran Walvekar, managing director, Ocean Herbal, said, “The innovative brand identity and packaging design created by Tata Elxsi has enabled the brand to stand out in a category dominated by a large number of national and regional players.”

Ocean Herbal, which is a new entrant in the Rs 8,000 crore Indian Ayurveda market, entrusted Tata Elxsi with developing the complete brand including the brand identity and packaging design for all the variants of its premium Aurvedic brand. According to Tata Elxsi, the focus was on the form of packaging and the dispensing mechanism. The trapezoidal shape of the pack made it easy to grip while 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. 

“We are confident that this will help the brand in a long way in creating a distinct identity. The award is an acknowledgement of our commitment to create a world class brand,” concluded Walvekar.

 


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