Packaging architecture for the launch of Health Ways—a new dairy brand in Delhi.
ROLE
PROJECT LEAD, PACKAGING DESIGN, PACKAGING ARCHITECTURE, PRINT MANAGEMENT
STUDIO
(PROJECT OF) THEREFORE DESIGN
Brief
Paras Dairy, a prominent dairy brand in Delhi wanted to launch a sister brand called Health Ways and position it as a premium version of Paras products. The ask was to design packaging for the key dairy products and define a brand architecture to be followed for new products.
Insights
The USP of Health Ways was it's three-level quality check process that assured the customer a healthy product. Since it is a very complex data point that doesn't immediately lead to a purchase, it was important to create a packaging face that itself positions the brand as a healthy alternative.
Direction
To create appeal for Health Ways as a healthy dairy brand, I proposed positioning the brand as a product that is healthier than others without having to detail it out by calling it 'the good milk' or the 'the good dahi'. This became the primary messaging of the brand and all the products were named in this manner.
Visual Concept
The product name using a soft and rounded font was the primary visual which I paired with barrels of milk (commonly found in India, used by milkmen) to invoke a feeling of familiarity. I also used multiple pastel colours on the front of pack to stand out amongst the competition.
Visual Iterations
The milk barrel although was a familiar graphic it also represented unhygienic practices and conflicted with the brand's assurance of quality checks. I then explored other containers of milk from certain old container forms to more modern ones. This language of containers was also adapted for products other than milk. At this stage, I also made the colours more vibrant. We also refined the logo further to better represent the brand's values of quality assurance and healthy products.
Final Packaging
The final colours for different varieties of milk were assigned according to the market standard as customers associate certain colours like a red with 'full cream milk'. I continued using multiple colours in the front of pack with one primary colour to create a pack that stands out on the shelf.
Milk Bottle Label Design
In the second part of the project, I designed labels for an A2 cow milk bottle. This milk is untouched by humans in the process of pasteurisation. We named this sub-brand 'Farm to Family' or 'Farm Fresh Milk'. For this label, I explored farm-related visuals and visually depicted the process of processing it. I detailed out an illustrative direction which shows a satisfied family happy with the product. Ultimately, a colleague's direction was taken ahead but here are my explorations:
