Black Swan Life

Black Swan Life wins a Merit Award at the prestigious ADC Awards, New York for Insol Engine Oils in Packaging Innovation

The Funnel Pack

The task was to do something that makes the brand more relevant with its core audience - distribution networks, service stations, retail channels, and end-consumer - keeping these trying times in mind.

We wanted to find an intervention in a behaviour that could prove a slingshot moment for the brand. Preferably, addressing a pain point.
And in looking for that, we found something irksome which was there in plain sight.

The pouring of the engine oil itself.

Within our core audience we narrowed it to the ones who form the large majority - those who buy the 1 Litre pack to fill-up or top-up their car engines. This set of people, even if they have to fill more than 1 litre, the typical habit is to buy two 1 litre packs.

The problem is, more often than not it tends to spill while pouring if one is not concentrating or holding the pack in the right angle of pouring. This is due to the high viscosity in engine oils.

As a makeshift solution to this problem, most people use a funnel to pour the oil quickly and without spilling.

And in observing that, there was a solution staring right back at us.

“Why can’t the funnel become the pack itself?”
And that’s how the ‘Funnel Pack’ was born.

All one has to do is simply dunk the pack. It’s a small design intervention but a thoughtful one. And we believe people like to reciprocate with love when something is addressed thoughtfully.

This specific design concept is launched in the market as a prototype for its most selling grade of engine oil - the 1 litre 15W40.

In developing the design we wanted to keep the functionality of the pack as close as possible to a funnel. Everything was reverse engineered from that.

H A P P Y D I W A L I

One of the many Diwali Treats we designed for Tea Culture Of The World.

A much loved business newspaper and a much visited online business destination, when we were tasked with Mint’s first brand communication, it started with an Identity Refresh.

The brand was facing two challenges, one that it had two different identities, MINT (offline) and LiveMINT (online and app) leading to an unnecessary split in its equity and perhaps a fall in its recall value, and second that its identity needed to get in shape to play the pixels' game. As a solution to the first challenge, we decided to drop 'Live' from its digital identity and unified everything under 'MINT. For the latter, we worked extensively on the typography of the identity. Even some of the minor tweaks such as making the serifs thinner and shorter had a huge impact like increasing its legibility on really small / low resolution screens. Not to mention we also let the mint (coin) go with a heavy heart and firm mind. While doing the refresh we ensured that the core of the brand is not lost from the identity.

Mint’s new communication campaign launched with this full page ad. It was always about Growth, just that it pivoted to be relevant (like most businesses had to) to the times. And in doing so we realised that it’s always going to be about Growth.
Growth is not just an upward movement.
It’s a mindset...a mind set on moving.
Because stopping is stagnation. If one keeps moving, Growth is inevitable.

Why have try-outs with your tea when you can simply take the Tea Finder test and order what’s most apt for you?

Click the link in bio to take the test. Many already have.

Nothing is more refreshing than a chilled glass of iced tea...anytime, anywhere.

The ubiquitous stone grinder has been an inspiration of sorts to us.