Case Study · Brand Communication & Design

Client

Blueair

Swedish clean air,
designed for India

Building the brand communication and design system that carried Blueair into the Indian market - press and trade advertising, the product catalogue, spec sheets, retail POS and service collateral, all speaking one visual language.

18 mo

Brand communication mandate, 2017-18

Collateral formats designed and in market

One

Visual system, ATL to point of sale

Client

Blueair (Blueair India Pvt Ltd)

Industry

Consumer appliances · Clean air

Region

India

Duration

18 months · 2017-18

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The Client

Designed in Sweden, breathing in India.

Headquartered in Stockholm, Blueair is a leading maker of best-in-class air purifiers - HEPASilent filtration, five air changes an hour and a shelf of international design awards. Operating in India through Blueair India Pvt Ltd, Gurugram, the brand needed its Swedish story told to an Indian audience - consistently, across every printed touchpoint a customer or dealer would ever hold.

Positioning

Designed in Sweden · premium clean air

Service focus

Brand communication & design - ATL, print, catalogue, POS & service collateral

Region

India

The Challenge

A premium Swedish brand, a market still learning the category.

Air purification was still a young category in India - the communication had to teach the problem, justify a premium and stay recognisably Blueair everywhere it appeared.

Educating the category

Indoor air can be many times more polluted than outdoor air - the communication had to teach the problem before selling the product.

Premium, justified

Translating Swedish design, HEPASilent technology and certifications into reasons to pay a premium.

Consistency everywhere

One recognisable voice and layout system across press, trade, catalogue, spec sheets, POS and service touchpoints.

Retail & after-sales

Carrying the brand through to the shop shelf and the service visit - the moments where trust is won or lost.

Our Approach

One design system, every printed touchpoint.

Over 18 months, The Brand Bee designed and produced Blueair's communication layer for India - four connected workstreams, one visual language.

Communication system

A consistent layout language built around the Blueair blue circle device, clean photography and the "Designed in Sweden" signature.
Messaging hierarchy that leads with the benefit - breathe clean - and proves it with HEPASilent, CADR and certification facts.

ATL & press advertising

Retail press advertising built around seasonal offers - the "Breathe Pure 24x7, 365 days" additional-filter campaign with no-cost EMI messaging.
Trade and hospitality advertising for the B2B audience, anchored in real proof - Blueair improving guest experience at a leading international hotel.

Product & retail collateral

The India product catalogue - Classic, Sense+, Pro and Blue ranges with full performance and specification tables.
Single-product spec sheets for the sales and dealer network.
Point-of-sale material including die-cut shelf wobblers carrying the running retail offer.

Service & CX collateral

Field-service report and feedback booklet forms - warranty capture, complaint tracking and service-experience ratings in the brand's own design language.
Every after-sales touchpoint designed to look and feel like the brand that sold the product.

Capabilities enabled

Brand communication & designPrint & press advertisingCatalogue & publication designMarketing collateralsRetail & POS designService collateral design

◆The Work

The creative that carried it.

A look at the work The Brand Bee produced for Blueair - six collaterals from the 18-month engagement. Click any piece to open it; the catalogue opens as a flipbook.

View ad

Trade Print · Hospitality

For that winning guest experience. The B2B trade ad for hotels - clean-air comfort as a guest-experience upgrade, proven by a general manager’s own words.

Open catalogue

Product Catalogue · Flipbook

The range, in one book. The India catalogue - HEPASilent technology, Classic, Sense+, Pro and Blue ranges, and the full specification tables. Opens as a flipbook.

View ad

Press Ad · Retail Offer

Breathe Pure 24x7, 365 days. The retail press campaign - an additional filter free with every purifier, no-cost EMI, and the proof points lined up beneath.

View sheet

Spec Sheet · Sense+

The facts, beautifully filed. Single-product specification sheets for the sales and dealer network - CADR, sound, energy and connectivity at a glance.

View form

Service Collateral · CX

After-sales, on brand. The field-service report and feedback booklet - warranty capture, complaint tracking and experience ratings, designed in the brand’s own language.

View standee

In-store · Standee

The category, explained standing up. The hospital standee - world’s best air purifiers from Sweden, the indoor-air facts spelled out, and a free home Air Quality Check to convert the moment.

Results

One brand, everywhere it printed.

Eighteen months of brand communication - a system that held from a full-page press ad down to a die-cut wobbler on a dealer’s shelf.

System

One visual language across ATL, retail and service

Collateral formats designed and produced

B2B + B2C

Consumer retail and hospitality trade, one brand

A communication system that scaled from full-page press advertising to point-of-sale standees without losing the brand.
The India product catalogue produced as the sales network’s single reference - ranges, technology and full specifications in one book.
Retail campaigns - the Breathe Pure 24x7, 365 days additional-filter offer - carried consistently from press to the shop floor.
The hospitality trade ad took the same system to a B2B audience, selling clean air as guest experience.
Service and warranty collateral brought the brand into the after-sales moment - the touchpoint most brands forget.

The Outcome

A Swedish brand, fluent in India.

Across 18 months in 2017-18, The Brand Bee gave Blueair India a complete, consistent communication layer - advertising that educated a young category, a catalogue that armed the sales network, and retail and service collateral that kept the brand premium all the way to the shelf and the service visit.

Deeptanshu Bansal

Founder & CEO, The Brand Bee

Towards Better

Swedish clean air,
designed for India

Designed in Sweden, breathing in India.