Case Study
Florsafe+
Raymond Consumer Care
Discipline
Nomenclature · Packaging Design · ATL Communication
Client
Raymond Consumer Care
Scope
Naming · Brand Identity · Packaging System · TVC
The Brief
As lockdown was announced and the rules of living through a pandemic became clear, Raymond Consumer Care spotted an opportunity: a specialised floor sanitiser with an unambiguous reason to exist. The task was to build the entire brand from scratch — name, identity, packaging and national communication — with the single-mindedness the moment demanded.
Nomenclature
A name that explains the product action, owns its category, and is robust enough to be copyrighted
Packaging
A design template versatile enough to accommodate multiple variants and SKUs within a single coherent system
Communication
The product name turned into a national clarion call — hammering brand recall while building consumer reassurance
01
The name had to do three things at once: explain what the product does, own the category it was entering, and be strong enough to copyright. Florsafe+ did all three.
Launching an FMCG product is a complicated science — and it begins with the name. A weak name forces the packaging to work too hard. A generic name invites copycat products the moment the market grows. The nomenclature brief for Raymond's floor sanitiser demanded something that was simultaneously descriptive, ownable and protectable. Florsafe+ encoded the product action directly — floor, safe — while the '+' signalled enhanced efficacy without overpromising. It was simple enough to be immediately understood at shelf level, distinctive enough to be legally copyrighted, and structured enough to anchor a product grid with multiple variants underneath it.
Florsafe+ — Brand Identity & Packaging
02
A custom logotype on a precise grid — solid enough to anchor the brand, distinct enough to cut through a sanitiser shelf that suddenly had fifteen new entrants on it.
The design journey began with the logo. In a category that was exploding almost overnight — every FMCG player was racing to launch sanitiser products as lockdown created instant demand — the identity had to land hard and fast. A custom font was developed for Florsafe+, built on a precise grid that ensured impact at every scale, from bottle label to outdoor hoarding. The letterforms were solid and utilitarian — communicating efficacy rather than elegance — while carrying enough designed-in distinction to stand apart from both the clinical whites of pharmaceutical brands and the rushed genericism of pandemic-opportunist launches.
Florsafe+ — Logo & Identity
Florsafe+ — Identity System
03
The packaging template was built so that every square millimetre had a designated purpose — and so that the entire variant range could be adapted from one master system without losing coherence.
The main packaging design challenge was twofold: belong to the sanitation category clearly enough that a consumer understood immediately what this product was, and differentiate strongly enough that it was the Florsafe+ they picked up and not a competitor. A detailed study of category codes — the visual language that consumers read as 'sanitation' — formed the foundation. From there, a design template was built in which every area of every face of the packaging had a specific communicative purpose. The result was a system robust enough to flex across multiple variants and SKUs while maintaining complete visual coherence: a consumer who recognised the Florsafe+ master brand recognised every product in the range, instantly.
Florsafe+ — Packaging Range
Florsafe+ — Variant System
Florsafe+ — SKU Architecture
04
For the TVC, we turned the product name into a clarion call for the entire nation — making Florsafe+ not just a product to buy but a reassurance to live by.
When the project advanced to ATL communication, the social context of the pandemic shaped everything. Consumers were anxious, vigilant, and acutely aware of the surfaces in their homes. The communication strategy recognised that in this state of mind, a product message that simply listed efficacy credentials would feel cold. Instead, we made the product name into the creative idea: 'Florsafe+' became a declaration, a collective promise, a call to action for every Indian household. The TVC repeated and hammered the brand name not as a slogan but as a national rallying cry — building recall and consumer reassurance simultaneously, at exactly the moment when people needed both.
Florsafe+ — ATL Communication

Raymond Consumer Care came to Hyphen at a moment of acute market opportunity and acute time pressure. Lockdown had been announced. The ground rules of pandemic living — sanitation, surface safety, the constant vigilance of a clean home — were becoming daily realities for every Indian household. Raymond saw the opening for a specialised floor sanitiser product and moved quickly. Our task was to build the entire brand from the ground up: name it, design it, pack it, and launch it into a market that had not existed six months earlier.

The nomenclature brief was the foundation of everything else. In FMCG, the name is not just marketing — it is strategy. A well-constructed name reduces the work the packaging has to do, accelerates shelf recognition, and provides legal protection against the copycat launches that inevitably follow any successful new product in a high-growth category. The name Florsafe+ was built to satisfy all three requirements. 'Florsafe' encoded the product action directly and memorably — floor, safe, the two words that mattered most to a consumer mopping their house in a pandemic. The '+' carried the promise of enhanced efficacy. The combined result was a name simple enough for immediate comprehension, distinctive enough to be copyrighted, and structured enough to carry a full variant grid.

The identity and packaging work began with a custom logotype, designed on a precise grid, that gave the brand a visual presence solid enough to anchor all applications. The letterforms were chosen for impact over elegance — this was a product that needed to communicate seriousness and efficacy before it communicated style. Built on a controlled grid, the logo maintained its weight and legibility at every scale, from a 500ml bottle label to an outdoor campaign.

The packaging design process began where all strong packaging begins: with a thorough study of the category. In a sanitation shelf that had expanded dramatically and chaotically during the pandemic, the visual codes of the category were simultaneously overcrowded and inconsistent. The design template for Florsafe+ was built to belong clearly enough that the consumer understood the product category immediately, while being executed with enough distinctiveness that Florsafe+ stood apart from every other option on that shelf. Every square millimetre of every face of the packaging was designated a specific purpose — so that the communication hierarchy was built into the design system itself, not applied as an afterthought. This template was then extended across the full variant and SKU range, ensuring complete coherence across the product family.

The ATL communication strategy took what could have been a straightforward product launch and turned it into something that spoke to the moment. The pandemic had created a very specific emotional register in Indian consumers — vigilant, anxious, but also determined, collective, resilient. Rather than a rational efficacy message, the Florsafe+ TVC used the product name itself as the creative idea: a clarion call, a national declaration of intent, a collective promise to keep homes safe. The name was repeated and reinforced not as a slogan but as a rallying cry, building both brand recall and consumer reassurance in the same breath. Everything — from the name to the packaging to the TVC — hammered the same single-minded message, at the moment when single-mindedness was exactly what the brand needed.

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