Youva Stellar - A longbook with a contemporary vibe to break the clutter

As one of the top 5 stationery brands in India, Navneet’s aim was to establish its relevance with its key customers through Youva’s brand communications.

Through their products, Youva enables children - the thinkers and doers of the world, to start on a fresh page, to create a brave new world by showcasing their innate creativity. Youva is for those who are always restless, never settling.

To attract Gen Z, who are more likely than any other age group to say they would opt for products over experiences Youva had to develop a vibrant and inspiring design that would reflect the users’ dynamism and contemporary vibe to break the clutter.

This is the story of the launch of their key product for the year Stellar.

Idea

With many brands and SKUs available in the market for a longbook, we had to develop a unique product and campaign launch that would capture the attention of our target group.

For a generation constantly looking for the next upgrade, we approached the product with that in mind.

Step 1- Come up with an inspiring name

Step 2- Design the logo and look of the product

Step 3- Launch the campaign

Step 4- Sustenance campaign

Our product tagline and positioning - Youva Stellar - The Cool Upgrade

We wanted to establish Youva Stellar as the premium cool upgrade from the insipid school long books.