Reliance partners with Elephant Design

Reliance Retail’s latest partnership with Elephant is for its Puric Instasafe personal and home care brand.

30 Jul 2021 | By Aultrin Vijay

The Puric portfolio comprises diverse products across multiple formats

Pune-based design firm Elephant Design has partnered with Reliance Retail for the latter’s new personal and home care brand – Puric Instasafe.

According to a press note shared with PrintWeek by Elephant, every product in this portfolio “is geared towards providing instantaneous protection”. “The user gets an immediate sensorial signal to know that the product is acting as it should,” it stated.

The Puric portfolio comprises diverse products across multiple formats, with an array of benefits. The prime challenge to be solved by design was to convey this instant efficacy and protection from an expert with access to the best formulations that alleviate contemporarily relevant concerns.

Ashwini Deshpande, co-founder and director, Elephant, explained: “We set out to develop a contemporary brand of efficacious care. Solid blue, fresh green and a hint of silver form the primary palette.

(l-r) Ashwini Deshpande and Surabhi Sen

“The promise of instant action and safety-based cleanliness is backed by a clear mention of the potent, indigenously derived ingredients that the products are enriched with. We believe design is about helping consumers navigate better, whether through eCommerce or on retail shelves. Our work is always focused on people and their needs.”

Speaking on the collaboration, Surabhi Sen, business head, Reliance Retail Consumer Brands (FMCG & Grocery) said, “We decided to bring Elephant on board at an early stage to benefit from their vast experience in design thinking. They helped plan and implement a clear and consistent architecture across the portfolio with a well-defined, relevant information hierarchy that cohesively addresses user concerns. We believe that we’ve made a stellar start and shall definitely stick to this user-centric approach as we move further.”