Avian Brands: Winning the Perception Battle in Indonesia's Waterproofing Category
Brand strategy and packaging redesign that closed the perception gap and made No Drop the premium choice.
Komunikasia Cato Brand Partners developed the brand strategy and packaging redesign for No Drop, Avian Brands’ waterproofing paint (cat anti bocor), and extended the work across the wider Avian Brands paint portfolio, including Lenkote and Avitex. The redesign closed the perception gap against No Drop’s main competitor: No Drop grew sales volume, expanded into adjacent waterproofing categories, and repriced above the brand it had been losing to.
The Challenge: A Better Product, Losing at the Shelf
No Drop was the better product, but it kept losing at the shelf. In Indonesia’s waterproofing category, known locally as cat anti bocor, Avian Brands had genuine product quality. The formulation was strong, the distribution was wide, and the brand had been in the market long enough to be familiar.
None of it was translating into the right consumer conclusion. When contractors and homeowners stood in front of the shelf and compared No Drop with its main competitor, the competitor kept pulling ahead, not on product merit, but on packaging authority. Sales campaigns and trade promotions before Komunikasia Cato Brand Partners’ involvement hadn’t moved that needle, because they were fighting a perception war with the wrong tools.
The Objective: Make No Drop Look as Capable as It Performs
The strategic diagnosis was straightforward: No Drop’s packaging was communicating the wrong things. It lacked the visual signals that Indonesian buyers and professional contractors use as proxies for product performance: technical precision, material quality and graphic confidence. In a category where the purchase decision carries real financial and structural consequences for the buyer, packaging that looks premium is packaging that gets chosen.
The objective was to close that gap: to make No Drop look as serious and capable on the shelf as it already was in the can, without losing the recognition the brand had built over years.
The Solution: Premium Packaging That Kept No Drop’s Colour Equity
Komunikasia Cato Brand Partners developed the brand strategy and packaging redesign across the broader Avian Brands portfolio, with No Drop as the lead. The design direction preserved No Drop’s existing colour coding and core visual recognition, equity that had taken years to build and couldn’t be discarded, while introducing a tighter layout hierarchy, technical typography and a finish quality that closed the visual gap against the competitor. The goal was a pack that read as the more serious, more capable, more professional product.
The packaging also needed to work for two distinct buyer types at the same time: professional contractors buying in volume through trade channels, and homeowners making a considered one-off purchase in retail. Both groups use visual cues to judge product credibility, but they weight different signals. The system was built to satisfy both without diluting either.
The same thinking extended across the Avian Brands portfolio, from the Lenkote range of interior and exterior paints, including Supersilk, Sunguard, Everglo and No Odor Medi-care, to Avitex. Each range kept its own identity while sharing the same standard of clarity and finish.
The Result: Higher Sales, New Categories and a Price Above the Competitor
No Drop grew sales volume, expanded into adjacent waterproofing categories beyond its original product line, and repriced above the competitor: the clearest possible market signal that the perception gap had closed. When a brand can command a higher price than the competitor it was losing to on perception, the strategy has worked.
