Consumer Packaging Design
Client Pidilite Industries Ltd.
Brand Fevicol MR
Entrant Pidilite Industries Ltd.
Brief In India, Fevicol MR is synonymous with ‘white glue’ It is a leading adhesive brand, generations of kids have grown up using the product, yet Craft is still a low involvement segment.

The need is to reinvent itself, inject an emotion of excitement & involvement with craft which engages & connects with the new generation.

Challenges:
– heritage of iconic brand
– pan India appeal
– upholding strength symbol
Solution
 To bring a sense of refreshment & excitement to craft adhesive via design, a new, uniquely ownable packaging design was developed to connect with the TG—school kids. However, the packaging also appeals to the wider demographic.

Taking upon the brand icon of Elephant, a true glue buddy ‘Ele’, the elephant was conceived. He is a friendly, smart, funny and a loveable friend.