Pro-ease is one of the most established brands of the RSPL (Rohit Surfactants Private Limited) Group, with a strong focus on bringing the promise of feminine hygiene to every woman in India. The RSPL Group is a Fast Moving Consumer Goods (FMCG) diversified conglomerate committed to value for money propositions and credited with several innovations over the last three decades. Pro-ease has the sagacity to weave its business around consumer needs. Its mission is to promote menstrual health and awareness with a distinct brand value and identity. Our work with Pro-ease reflects their brand story with a stellar vision through their product packaging designs, ad campaigns, and other digital assets.
We worked with different product verticals to identify and tackle the brand’s key targets.
We chose to take a detailed route with our product packaging and carton designs for the brand, fending off the visual clutter but keeping in line with the brand’s colour scheme and visual identity. Truly inspired by the brand’s vision, we created a coordinated system of evaluating and producing conceptual supremacy in design that flows consistently throughout the brand’s ecosystem.
Working with Pro-ease, we stretched our product verticals to all extents, providing ATL (Above The Line) services like widespread ad campaigns and print media; and BTL (Below The Line) services like direct marketing, display advertising, visual merchandising and retailer pop-ups on priority.
Along with the product packaging, carton designs and 3D packshots done in respective language adaptations according to the brand’s target market across India, we also worked on POSM (Point of Sales Materials) designs. These consisted of posters, danglers, writing pads and more; to be placed at all retail displays to stimulate purchases as a powerful promotional campaign tool. We created digital assets for the brand across all media channels to boost visibility and brand awareness. The brand’s ad campaigns featured the model-turned-actress Kriti Sanon, who lends her voice and might to the brand’s cause.
The entire branding system for Pro-ease reflects an approachable yet comforting spirit that instantly connects with Indian women to help them embrace womanhood with a smile.
The successful transformation of the brand’s visual language is designed to stand out and extend its creative function to the true intention of the brand in challenging stereotypes and defying age-old perceptions on the matter of menstrual health.
Putting forth the brand’s vision of greater freedom on the move and the comfort of menstrual health and hygiene, we personified the unstoppable spirit of every woman through the consistent creation of the brand’s entire ecosystem.