Battery Design

Exide has been a Market Leader in India​. Exide and SF are among India’s most trusted power brands. Our collaboration covered the complete redesign of their two-wheeler, four-wheeler, tractor and truck battery ranges. It offered a rare opportunity to rethink a system-level product portfolio for a market leader with unmatched reach.

Design Objectives

Our mandate was to create a unified, recognisable design language across categories, improve safety and handling, and strengthen the retail presence of both brands. The work spanned form, usability, engineering alignment, and on-ground trade needs.

Challenges

Exide is a national market leader with a deep legacy in energy storage. The redesign opportunity lay in bringing a contemporary, unified design approach to a category with strong heritage.

Design Considerations

1. Entirely new design language which will differentiate Exide industrial batteries amongst others in the consumer market
2. Aesthetics should complement indoor use of battery and should gel in the indoor household environment.
3. Ergonomic handle with soft grip for easy lifting
   
   

Solution

A design audit and strategy were created. The new design language improves identification at retail, enhances handling and installation, and builds confidence across dealer networks and end users. The “battery on wheels” concept for the inverter segment improved handling. A refreshing, modern product design language was developed. It unified the product offering and built trust and reassurance in both the trade and the market. Innovative features improved ease of handling.

Impact
There was a dramatic impact on the ground across the trade, reflected in robust sales. Brand equity was significantly enhanced in both the trade and the market.

Working with a brand of Exide’s scale and legacy allowed us to operate at a system level and contribute meaningfully to a category that powers much of India.