The challenge
In Kerala, many shoppers compare soaps on price alone, which makes it easy for lower-quality local brands to compete. Elaria’s real strength is its high Total Fatty Matter (TFM), the measure that tells you how good a soap actually is. But TFM is a technical idea most customers have never heard of.
The brand needed to look premium on the shelf, explain quality simply, and make the most of a powerful asset: Malayalam superstar Mammootty, the brand’s ambassador since 2018.
What we did
- Brand identity: the Elaria logo and visual system, built around the “grade one soap” promise.
- Packaging design: wrappers for the range, from cream to sandal, that stand out on a busy shelf.
- Brochure: a product brochure that explains the range and the quality story.
- Website: a site that presents the products, the TFM story and the brand’s journey with Mammootty.
- Social media: campaign creatives that carry the “check quality first” message to customers.
The result
Elaria now has one consistent identity across its packaging, print, website and social channels, so every touchpoint tells the same quality-first story. With Mammootty as the face of the brand and the TFM message front and centre, Elaria stands apart from soaps that compete only on price, in Kerala and in the GCC.