Citizen India
- Type: Heritage umbrella brand, India’s oldest and largest manufacturer
- Objective: Refresh packaging to appeal to a youthful audience while honoring the brand’s legacy
- Target Audience: Trend-conscious, younger consumers seeking stylish yet reliable umbrellas
Challenges Faced
- Outdated Packaging: Existing design was cluttered and catered to an older demographic.
- Market Differentiation: Needed a fresh, youthful image to stand out in a crowded market.
- Customer Engagement: Required packaging that connected with younger consumers and built brand loyalty.
Meraki’s Solution
- Design Concept: Introduced bold, vibrant colors and playful illustrations to attract a younger audience.
- Brand Modernization: Updated the brand image while preserving its legacy of customer focus.
- Memorable Packaging: Crafted unique packaging that evokes fun, monsoon memories, differentiating Citizen Umbrellas from competitors.
Impact
- Over 1.5 million units have been sold since rebranding, a testament to the packaging’s appeal.
Concept
Over the years, Citizen has established itself as a trustworthy brand by always prioritizing its consumers. Being a people company, what better to display on the packaging than citizens themselves? This innovative and unique packaging will incorporate different faces with a notion of abstract.
Additionally, translucent patches will be used in place of the people’s hair, thereby revealing the colorful pattern of the umbrella within. Such extraordinary packaging is bound to leave an indelible impression on the consumers that Citizen cherishes so dearly.
ROUTE 1
LEGACY
Established more than a century ago, the Citizen group of companies has been spearheaded by a group of visionaries. Citizen Umbrella, a leading Indian company that manufactures exceptional umbrellas, is the oldest and only umbrella manufacturing company in India that is fully Backward integrated.
Legacy symbolizes pride, nostalgia, and most importantly, a touch a class. We firmly believe that premium packaging could optimally portray the immense pride we take in our legacy and rich heritage.
