Deliverables
Environment Branding Strategy | Space Design Theme | Graphics, Illustrations, Murals and Installations Design | Project Planning and Management
Brief background
Mars Petcare is a company with over 80 years of experience making pet food. The company is the global leader in pet nutrition, selling its products in over 60 countries.
For their Pedigree manufacturing centre in Telangana, Mars wanted Space Branding that would communicate its passion for developing and manufacturing great quality, nutritious products; emphasis the business focus on Quality and Safety; create a vibrant and welcoming environment for workers and visitors alike.
Approach
Interics looked at the Mars spatial branding project as an opportunity to engage positively with customers and staff to inspire a positive gut feeling in relation to the Brand.
We conceptualised the Theme around the critical aspect of Safety, reiterating its importance while personalising it to create an emotional connection.
To develop a unique and vibrant visual language that expresses the company’s commitment to nurturing happy, healthy pets.
We identified communication opportunities at the office and factory separately with variations based on the area-wise functions across the campus.
Solution areas
Building around their core positioning ‘A better world for pets’, we combined business and culture aspects to craft relevant content. The visual elements were inspired by the movement of happy, healthy pets – joyful fluid strokes and animal graphics conveying the company’s love for pets.
Designing communication that emphasised the aspects of safety, quality and hygiene which are paramount and critical in Mars operations. To personalise these statutory values, and express Mars’ concern for the wellbeing of its people, ‘family-oriented’ messaging and imagery was developed. Photography of Mars’ staff members with their families and pets was used to bring warmth, engagement and emotional connect to the communication.
Developing a Journey for the audience through the space and detailing each touch-point and zones – Approach (Compound wall, Entrance, Reception), Communication (Meeting rooms), Work (office) and Transition (Passages, Stairways) to Shop floor with specific content for each.
Careful project management and flawless execution on-site, following stringent safety and hygiene criteria – for both men and materials. From building a vendor network in Hyderabad, scrupulous sampling of materials and print quality, and continuous supervision, Interics effectively translated all designs into reality.