Mumbai: ‘Purifry’ launched by D-tech is a product that helps people reuse their cooking oil (used for frying) without the fear of contamination. The product is like a tea bag which must be dropped in the used hot oil. This bag adsorbs the soluble contaminants formed in the oil used for frying. This makes the oil healter when it is reused. The bag must be disposed after one use. As the power pack adsorbs contaminants from used frying oil it changes colour from white to brown.
The brand creation exercise was handled by Almond Branding, a strategic branding and specialised packaging design agency in Mumbai known as Startup Branding experts. The first task was to craft a name that would be short, catchy, easy to recall and most importantly conveys the feature of this innovative product, hence the name ‘Purifry’. Next was the branding which emphasized a minimalist aesthetic, utilizing a contemporary wordmark to symbolise the product’s ease of use and the convenience it offers to consumers.
Almond opted for an infographic-style visual on the packaging to vividly depict the product’s efficacy through before-and-after scenarios. The front of the package features a split-image of a Kadai (a traditional frying pan), clearly demonstrating the product’s impact. This straightforward visual approach effectively communicates the product’s benefits to a broad audience. The design of the sides and back of the packaging continues this infographic theme, addressing frequently asked questions and reinforcing the product’s functionality and advantages through visual explanations. The pack design is almost a visual aid to explain what the product does, how it works, what are the benefits and how to effectively use it.
Dr Deepa Bhajekar developed this product with her team after four years of research. She said, “ ‘Purifry Power packs’ is a unique and new concept for the Indian market. Identifying a brand name, message and packaging design that immediately conveys what the product does goes a long way in easy education and understanding by the Indian consumer. This was also the first time we were entering the D2C space hence the criticality of getting the branding right! Almond Branding proved to be the best partners to get our product out on the shelves. Since the launch, Purifry has been able to get more than 10,000+ customers on its own website, Amazon and Flipkart in just four months.”
Shashwat Das, founder, Almond Branding said, “At Almond Branding, our mission is to bring innovative products like Purify to life through strategic and impactful startup branding. By clearly communicating the product’s benefits and ensuring an engaging visual identity, we are confident that Purify will make a significant difference in the way households manage cooking oil reuse.”
