Parachute Ayurvedic Gold Hair Oil

Encoding the benefits of Ayurveda in packaging

Issue

The belief system of Ayurveda is deeply engrained in the Indian mindset and is frequently reflected in our lifestyle. Marico wanted to introduce benefits of Ayurveda in haircare through a new Ayurvedic oil.They approached us to design packaging that impactfully encoded this Ayurveda belief into design.

Insight

While studying the consumer behaviour, we identified that there is a stigma of negative sensorials attached to Ayurveda and this can be experienced in unpleasant smelling/tasting/format of Ayurvedic medicine and skincare products. We made a detailed enquiry of the benefits associated with Ayurveda and crafted packaging that was enabled by our methods – Semiotics & Belief Encoding Model that encoded into design in the realm of sensorials clubbed with traditional benefits.

Impact

The Parachute Ayurvedic Oil pack encodes beauty cues into design, without compromising on the potency of Ayurveda. The logo unit is inspired from Sahasrara (Sanskrit: सहस्रार ) or Crown Chakra associated with the top of the head. The front of pack follows the category codes of speciality oils , that we identified merit in utilizing – the presence of long, black and thick hair . The back of the pack and the bottle showcases the ingredients in a sensorial manner while the the side of pack talks about multiple product benefits. We also introduced a 5th panel that that establishes the RTB and reiterate s the product proposition.

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