HENLO
HENLO
2022
PET COMMERCE
BRAND DESIGN / STRATEGIC DESIGN
Lead Strategist Role overseeing a two member team of a designer + copywriter
Building a Forbes D2C Disruptor Finalist brand
Backed By Science, Nurtured By Parents.
Supertails, the largest e-commerce platform for pets in India launches ‘Henlo’; their D2C venture into formulating pet-first nutrition.
MARKET THESIS
Using Maslow’s Hierarchy of Needs as a foundation, I built out a starting point of comprehension for how we would shape the brand. To understand the stages to becoming today’s Indian pet consumer, insights made after studying pet parent behavior and from my own lived reality of a cat mother:
- Competitor brands in India, like Head’s Up For Tails (2008), is built on love & belonging, right at era of pet humanisation (15 years ago). But as of 2022, a pet brand has to position itself very differently- a new-age brand need to nudge self-esteem.
- Today, the modern consumer enjoys embellishes for their pets. They relish in the adulations of other pet parents. Today’s customer is a prideful parent
- Matured markets like USA have edged towards actualisation- an example lies in the cocktail of supplements in a pet’s diet as seen on a new wave of social media reels.
BRAND THESIS
Humanisation is a tired insight.
What we should be asking is ‘What does this humanisation mean today?’
Humanisation distills to externalisation. The pet is an extension of the owner. Which is why one hears phrases like, ‘Oh, I bought this jacket from XX.’’ or “Oh, my baby just eats this one brand.”
IMPACT
Backed By Science, Nurtured By Parents.
Supertails, the largest e-commerce platform for pets in India launches ‘Henlo’; their D2C venture into formulating pet-first nutrition.
MARKET THESIS
Using Maslow’s Hierarchy of Needs as a foundation, I built out a starting point of comprehension for how we would shape the brand. To understand the stages to becoming today’s Indian pet consumer, insights made after studying pet parent behavior and from my own lived reality of a cat mother:
- Competitor brands in India, like Head’s Up For Tails (2008), is built on love & belonging, right at era of pet humanisation (15 years ago). But as of 2022, a pet brand has to position itself very differently- a new-age brand need to nudge self-esteem.
- Today, the modern consumer enjoys embellishes for their pets. They relish in the adulations of other pet parents. Today’s customer is a prideful parent
- Matured markets like USA have edged towards actualisation- an example lies in the cocktail of supplements in a pet’s diet as seen on a new wave of social media reels.
BRAND THESIS
Humanisation is a tired insight.
What we should be asking is ‘What does this humanisation mean today?’
Humanisation distills to externalisation. The pet is an extension of the owner. Which is why one hears phrases like, ‘Oh, I bought this jacket from XX.’’ or “Oh, my baby just eats this one brand.”
IMPACT
This unified thesis helped build synergy between the creative, business, operations and product teams.
SNIPPETS FROM THE BRANDING PROCESS
SNIPPETS FROM THE BRANDING PROCESS
OFFLINE EVENT DESIGN
OFFLINE EVENT DESIGN
SNIPPETS FROM THE VISUAL DESIGN
