Moshi Moshi came up with a unique approach wherein the goal was to launch the brand in the Indian market as ILIFE India to make it resonate with the Indian customers. We took the global brand promise and applied it to the Indian context.
We intended ILIFE to be a part of every household hence we designed characters with typical helper names and nuances used in Indian homes for building a relationship with the Indian target audience. Created a fun and relatable side to the mascot to make it identify with the brand personality. To convey the idea that just as the brand mascot blends in well, and adapts with Indian culture and way of living, our products do the same. This made ILIFE an Everyman brand.
Brand values emphasised that the brand takes into account the customer’s needs and attempts to do better with no over-promise or under-delivery of commitment. Resulting in a sense of transparency, thoughtfulness, and empathy on part of the brand in the customer’s mind.
We introduced them to a set of guidelines to maintain the brand’s visual integrity and clarity with primary & secondary logos, colours, font style, etc. Used vibrant and warm colours to appeal to the target audience, unlike the global brand ILIFE where subtle and matted colours are used.