One of the biggest creative challenges in building an honest brand is the chemistry between client and agency. Fortunately, Altaf and Saloni, the founders of Traya, gave us a free hand to explore the entire space with creative ideas. We began with one-on-one interviews of stakeholders and customers, followed by a detailed presentation of insights that could fuel brand likeability. The brand idea was summarised as: Holistic, Scientific, Personalized, Positive Habit Building, and Confidence Inspiring.

Next came a deep dive into the competitive landscape. Studying offerings across Indian and global markets gave both teams a strong shared understanding. The space is crowded with a huge range of solutions, so standing out was critical.

We created multiple creative routes, blending two or three attributes at a time but always ensuring a distinct, memorable expression. The final choice amplified the brand tenets defined earlier. Packaging and website design were kept simple and minimal, achieving a clean, contemporary look.

Beyond this, we’ve helped build Traya Woman as a fresh vertical, alongside an all-new app and a vibrant social presence. Today, Traya is recognised as India’s first true health-tech brand, doubling growth year on year and disrupting the billion dollar haircare market.

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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