One of the biggest creative challenges in building an honest brand is the client – agency chemistry! Fortunately for us, Altaf and Saloni, the founders at Traya gave a free hand in exploring the entire length and breadth of the space in coming up with creative ideas. We started with one-on-one interviews of the stakeholders and customers. A detailed presentation insights for the brand that can fuel ‘likeability’ was made. The brand idea was then summarized as  Holistic, Scientific, Personalized, Positive Habit Building and Confidence Inspiring.

Followed by this deep dive was an exercise in mapping the competitive landscape. Studying the entire space with various offerings in the Indian as well as global markets developed a strong understanding within the members of working teams from both sides. The space is very crowded and the range of solutions is huge.

We came up with multiple creative routes fusing two to three attributes at the same time but offering a very strong and unique creative expression. The final choice amplified brand tenets defined in the first stage. The packaging and the website was kept simple and minimal and we were able to achieve a very contemporary look.

We have been helping build Traya woman brand as a separate and exciting vertical along with an all new app and social media presence. Traya is recognized as India’s first truly health tech brand clocking over 100 percent growth year on year and disrupting the Billion dollar hair care market with its highly successful offering.

The Traya creative strategy is about being expressive and challenging in a friendly manner. It’s also about presenting clear facts.

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