BOROLINE

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BOROLINE

The heritage brand

re-branded to survive in today's market

Still available in its trademark moss green tube packaging, Boroline is an ayurvedic antiseptic cream. It is trusted in households all across India irrespective of age or geography. Though the quintessential, all-purpose product has managed to build a strong customer base, it now faces new competitors in the market and it must retain its customers by calling upon its goodwill and brand values of trust and tradition.

Concept note

1. To make the product. appealing. I expanded the colour palette by incorporating a new colour. I explored with two options -

Olive; because it belongs to the same family of greens and doesn't overpower. the original green. Olive is also appropriate for a traditional antiseptic brand because it has an organic and natural feel

Skin; because it is a skincare product used by all people of India. It represents the people and their diverse skins. It complements the moss green and white. without any clashes

2. To keep the brand's original identity, the moss green is retained in its original iconic form and the elephant is made more prominent. the elephant has an auspicious value in India and. is a symbol of strength and steadiness. Rural Indian still identify Boroline as the "haathiwaala cream" (translates to elephant cream) so it seems reasonable to emphasise the much loved mascot which is very small and easily ignored in the original packaging.