CONSUMER RESEARCH & BRAND STRATEGY · INDIA
Mysst — Air Freshener Brand Development
Turning consumer insights into a distinctive brand and shelf experience
01 / BRIEF & APPROACH
The brief was to develop an air freshener brand whose identity and packaging could communicate effectively from the retail shelf, with limited supporting advertising.
Consumer research revealed that fragrance offered more than a functional benefit: people used it to influence the mood and experience of homes, offices and cars. This insight shaped a brand direction centred on transformation, communicating both the practical and emotional value of air fresheners.
02 / MY CONTRIBUTION
Connecting user research with brand and design direction
During my tenure at Idiom Design, I led strategy and user research, translating consumer findings into insights that guided brand development, design and supporting collateral.
Working with the design team, I connected the research with the brand proposition and its expression through naming, identity, packaging and communications. The focus was on making the product’s benefits understandable and desirable within the retail environment.
03 / OUTCOMES
The engagement developed the Mysst brand around fragrance’s ability to transform the experience of a place. The naming process explored 500 words and associations and 84 potential names across two internal workshops.
Packaging concepts expressed the sensory qualities of different ingredients across product formats. Recommendations also covered an aerosol bottle structure and an evolved identity to strengthen shelf presence, establishing a coordinated direction for the brand and its product presentation.
Project undertaken during my tenure at Idiom Design. Brand identity and packaging design developed by the Idiom team. All rights reserved.