The ad agency
Starts from a television commercial. Useful once the brand can afford it. Difficult to trace back to one shelf.
Approach
The work between the advertisement and the logo.
Advertising agencies start from a film. Promotion shops run an offer. Design studios draw a mark. Most product brands in India still have to win in the store, often before a media plan makes sense. That gap is the practice.
The promotion shop
Runs an offer, a stand, a weekend. Monday, the brand looks the same as it did before the activity.
The design studio
Draws the logo and often stops before the pack range, the fixture, and the distributor.
The promise
We make your brand speak at retail.
Brandvak is one of the early companies in India built only for this. We work as an extended marketing arm: strategy, the brand, the store, and a reading of whether the shopper noticed. The investment sits where the purchase happens, so it is easier to watch than a hoarding.
A sequence, not a menu
How an engagement runs.
01
Strategy
Who the shopper is in this category, which channel matters first, and what the brand has to do in the aisle before anyone spends on media.
02
Concept
The idea that can live on a pack front, in a conversation with a distributor, and on a fixture. A line that dies at the store is not a retail idea.
03
Design
Name, mark, packaging, and the environment. Drawn for the distance at which a shopper actually chooses, and for a range that has to hold together.
04
Implement
In-store communication, launch support, and staying while distribution is built. Kiosks, islands, shop-in-shops, and the handholding around them.
05
Measure
Whether the shelf is doing the work. We stay on rather than handing over a logo and leaving. The point of putting the money in the store is that you can see what it did.
Scope
What a brief can cover.
Strategy
- Go-to-retail strategy
- Shopper and market research
- Channel choice
- Brand architecture
- Private label strategy
- Distribution planning
Identity and pack
- Naming
- Positioning
- Identity systems
- Packaging design
- Range architecture
- Collateral for the trade
Store and fixture
- Retail environment design
- Shop-in-shop
- Island and kiosk
- In-store communication
- Visual merchandising
- Environment graphics
In the market
- Launch handholding
- Modern trade and general trade
- Point-of-purchase programmes
- Brand expansion
- Visibility programmes
- Reading results at retail
People
Who you would be hiring.
Founder
Bijitesh Mallik
Retail and shopper marketing, in India and the United Kingdom. He founded Brandvak so brands could be built with the shopper in the room, after consulting work with companies including PepsiCo, Marico, GSK, Britannia and ITC, and earlier roles at RAMMS and Shining Consulting. MBA, Leeds Business School.
Design director
Anil D S
More than twenty years in branding, retail and advertising. He leads the design: identity, packaging, product, and the retail environment, with a bias toward how a shopper actually reads a brand.