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Case Study
Develop and execute a new proposition for a large player in the consumer durables industry

NorthSide was approached to refresh a heritage brand and develop a proposition that stretches across multiple categories.

NorthSide Approach

1. Identified the drivers and barriers for all categories and mapped the consumer decision journey.

2. Developed a category competition positioning framework.

3. Conducted consumer testing on three concepts and identified one that was differentiated and relevant for the brand.

4. Executed the proposition hands-on by developing scripts with creative partners and guiding them through the process, ensuring quantitative testing on clutter-breaking ability and persuasion before production.

4. Executed an ATL campaign across genres.

5. Developed the e-commerce strategy.

Key Insight


Homemakers seek to foster shared experiences that enhance family bonding and strengthen connections.

Results

  1. Developed a single proposition that effectively extended the brand across four distinct categories.
  2. Quantitatively tested the proposition, which demonstrated strong clutter-breaking ability and persuasive impact.
  3. Helped develop a creative campaign for the four distinct categories
  4. Helped the client deploy media across traditional and digital media efficiently
More Case Studies
Creative Services

Visual identity and packaging design for a new brand in personal healthcare

Oja Rituals, a wellness brand rooted in Ayurvedic traditions, sought to establish a strong visual identity that conveys its commitment to natural ingredients and traditional wisdom. NorthSide collaborated with Oja Rituals to create a design system that included: Logo Design: A balanced and visually clean logo with a unique "A" symbol representing natural flow. Color Palette: A calming set of greens and earth tones, aligning with the brand's Ayurvedic roots. Typography: Elegant yet readable fonts for headings and body text, ensuring legibility and sophistication across packaging. Iconography and Illustrations: Custom icons inspired by the seven chakras, tailored for each product category. Packaging design: A visually clean design using OJA “green” color and highlighting the core ayurvedic ingredient (hand-drawn illustration)

We are NorthSide. A strategy and execution company, that helps companies, incubate ventures and scale up brands by integrating market intelligence, insight generation, market segmentation, brand proposition development, creative services, e-commerce and quick commerce scale-up, all under one roof.

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