Question
How do you redesign an iconic brand that has stood the test of time?

Answer
Balancing legacy with future ambitions.

Question
How do you redesign an iconic brand that has stood the test of time?

Answer
Balancing legacy with future ambitions.

Question
How do you redesign an iconic brand that has stood the test of time?

Answer
Balancing legacy with future ambitions.

Question
How do you redesign an iconic brand that has stood the test of time?

Answer
Balancing legacy with future ambitions.

Question
How do you redesign an iconic brand that has stood the test of time?

Answer
Balancing legacy with future ambitions.

Ghadi | RSPL Group

Ghadi, a brand owned by RSPL Group, is a well-known and respected name in the Indian detergent market. With a presence in more than 48% of Indian households annually, Ghadi has established itself as a category leader. The brand prides itself on its superior cleaning capabilities, setting it apart from its competitors. Its tagline, "Pehle istemal karein, fir wishwas karein," reinforces the brand's confidence in its quality and encourages consumers to give it a try.

Ghadi wanted to expand its reach to new geographies and increase penetration in existing ones. To achieve this, the brand needed to create an identity that resonated with its multilingual target audience and fostered strong connections through regional languages. Additionally, the brand needed to develop a packaging experience that was consistent across different product formats such as cakes, powder, and machine wash variants.

The challenge with Ghadi was to balance its iconic legacy with its future ambitions. We needed to conduct a thorough brand audit that accounted for both the emotional and rational aspects of the brand's identity. This involved analyzing the established memory structures associated with the brand packaging and understanding our target audience in depth. Only after gaining these insights could we embark on the redesign exercise and create a new packaging system that paid homage to the brand's heritage while positioning it for future growth.

SERVICES IDENTITY DESIGN | PACKAGING DESIGN

CLIENT GHADI (RSPL GROUP)
SECTOR FMCG

Ghadi, a brand owned by RSPL Group, is a well-known and respected name in the Indian detergent market. With a presence in more than 48% of Indian households annually, Ghadi has established itself as a category leader. The brand prides itself on its superior cleaning capabilities, setting it apart from its competitors. Its tagline, "Pehle istemal karein, fir wishwas karein," reinforces the brand's confidence in its quality and encourages consumers to give it a try.

Ghadi wanted to expand its reach to new geographies and increase penetration in existing ones. To achieve this, the brand needed to create an identity that resonated with its multilingual target audience and fostered strong connections through regional languages. Additionally, the brand needed to develop a packaging experience that was consistent across different product formats such as cakes, powder, and machine wash variants.

The challenge with Ghadi was to balance its iconic legacy with its future ambitions. We needed to conduct a thorough brand audit that accounted for both the emotional and rational aspects of the brand's identity. This involved analyzing the established memory structures associated with the brand packaging and understanding our target audience in depth. Only after gaining these insights could we embark on the redesign exercise and create a new packaging system that paid homage to the brand's heritage while positioning it for future growth.

SERVICES IDENTITY DESIGN | PACKAGING DESIGN

CLIENT GHADI (RSPL GROUP)
SECTOR FMCG

Ghadi, a brand owned by RSPL Group, is a well-known and respected name in the Indian detergent market. With a presence in more than 48% of Indian households annually, Ghadi has established itself as a category leader. The brand prides itself on its superior cleaning capabilities, setting it apart from its competitors. Its tagline, "Pehle istemal karein, fir wishwas karein," reinforces the brand's confidence in its quality and encourages consumers to give it a try.

Ghadi wanted to expand its reach to new geographies and increase penetration in existing ones. To achieve this, the brand needed to create an identity that resonated with its multilingual target audience and fostered strong connections through regional languages. Additionally, the brand needed to develop a packaging experience that was consistent across different product formats such as cakes, powder, and machine wash variants.

The challenge with Ghadi was to balance its iconic legacy with its future ambitions. We needed to conduct a thorough brand audit that accounted for both the emotional and rational aspects of the brand's identity. This involved analyzing the established memory structures associated with the brand packaging and understanding our target audience in depth. Only after gaining these insights could we embark on the redesign exercise and create a new packaging system that paid homage to the brand's heritage while positioning it for future growth.

SERVICES IDENTITY DESIGN | PACKAGING DESIGN

CLIENT GHADI (RSPL GROUP)
SECTOR FMCG

Ghadi, a brand owned by RSPL Group, is a well-known and respected name in the Indian detergent market. With a presence in more than 48% of Indian households annually, Ghadi has established itself as a category leader. The brand prides itself on its superior cleaning capabilities, setting it apart from its competitors. Its tagline, "Pehle istemal karein, fir wishwas karein," reinforces the brand's confidence in its quality and encourages consumers to give it a try.

Ghadi wanted to expand its reach to new geographies and increase penetration in existing ones. To achieve this, the brand needed to create an identity that resonated with its multilingual target audience and fostered strong connections through regional languages. Additionally, the brand needed to develop a packaging experience that was consistent across different product formats such as cakes, powder, and machine wash variants.

The challenge with Ghadi was to balance its iconic legacy with its future ambitions. We needed to conduct a thorough brand audit that accounted for both the emotional and rational aspects of the brand's identity. This involved analyzing the established memory structures associated with the brand packaging and understanding our target audience in depth. Only after gaining these insights could we embark on the redesign exercise and create a new packaging system that paid homage to the brand's heritage while positioning it for future growth.

SERVICES IDENTITY DESIGN | PACKAGING DESIGN

CLIENT GHADI (RSPL GROUP)
SECTOR FMCG

Ghadi, a brand owned by RSPL Group, is a well-known and respected name in the Indian detergent market. With a presence in more than 48% of Indian households annually, Ghadi has established itself as a category leader. The brand prides itself on its superior cleaning capabilities, setting it apart from its competitors. Its tagline, "Pehle istemal karein, fir wishwas karein," reinforces the brand's confidence in its quality and encourages consumers to give it a try.

Ghadi wanted to expand its reach to new geographies and increase penetration in existing ones. To achieve this, the brand needed to create an identity that resonated with its multilingual target audience and fostered strong connections through regional languages. Additionally, the brand needed to develop a packaging experience that was consistent across different product formats such as cakes, powder, and machine wash variants.

The challenge with Ghadi was to balance its iconic legacy with its future ambitions. We needed to conduct a thorough brand audit that accounted for both the emotional and rational aspects of the brand's identity. This involved analyzing the established memory structures associated with the brand packaging and understanding our target audience in depth. Only after gaining these insights could we embark on the redesign exercise and create a new packaging system that paid homage to the brand's heritage while positioning it for future growth.

SERVICES IDENTITY DESIGN | PACKAGING DESIGN

CLIENT GHADI (RSPL GROUP)
SECTOR FMCG

Design Audit

Visual inconsistency in multi-lingual identity

The Ghadi logotype needed an updated while retaining its legacy which can be further extended into multiple Indian language scripts.

Need for a visual portfolio architecture

There was no unifying visual architecture for the product portfolio.

Design Audit

Visual inconsistency in multi-lingual identity

The Ghadi logotype needed an updated while retaining its legacy which can be further extended into multiple Indian language scripts.

Need for a visual portfolio architecture

There was no unifying visual architecture for the product portfolio.

Ghadi packaging evolution

The white colour pack had significant visual equity with consumers. Also, red and yellow in the brand identity colours were non-negotiable.

Redesigning an identity for an iconic brand

The new Ghadi identity has been carefully crafted to carry this legacy forward while being fresh and modern. The clock in the new identity has been simplified. The minute-hand and hour-hand movement shows the cleaning action where numbers are represented by sparkles – a metaphor for superior cleaning. The Ghadi logotype visually complements the clock mnemonic. A custom-designed sans serif logotype was crafted for more consistency and improved legibility on smaller pack sizes. Multilingual adaptations of the identity made in collaboration with White Crow Design.

English

Tamil

Urdu

Bengali

Telugu

Assamese

Marathi

Kannada

Odia

Gujarati

Punjabi

Capturing a visual movement of ‘squeezing’ into our packaging

The new Ghadi packaging was inspired by consumer behavior during bucket washing. Consumers often hand squeeze and twist their garments to ensure that every particle of dirt and stain is removed. To reflect this process in the packaging design, we incorporated a striking graphic that represents squeezing. The design features rays that symbolize shine and brightness along with a twist that signifies deep cleaning, aligning well with the brand's 'Mahashaktishali Formula.'

When consumers bucket wash clothes, they hand squeeze and twist the garment. They believe in squeezing out each and every particle of dirt and stain from their clothes. Drawn out of this user behaviour, the new Ghadi packaging represents this process of squeezing in a striking graphic. Rays that represent shine and brightness with the twist of deep cleaning fits well with its ‘Mahashaktishali Formula’.

Before

After

Mahashaktishali Formula (Super Powerful Formula) is a USP of Ghadi detergent powder. It has given a prime importance on front. Along with the tagline ‘First Use, Then Believe’ it highlights the brand promise.

Back of pack is the new front of pack

The back of a pack is often overlooked as a secondary area for brand communication, with the focus being on the front. However, the new Ghadi packaging breaks this convention by treating the back of the pack as a primary area for brand communication. It features the twisting pattern and the English version of the logo, ensuring that no matter how the product is placed on a shelf, Ghadi detergent will always face the consumer.

Benefit visualisation for the detergent cake

Ghadi detergent cake is a cuff and collar specialist. It removes dirt and sweat stains without effort. The new packaging design highlights this USP with the freshly-designed icon. It has sparkles at its heart to represent the care and cleanliness consumers get from the detergent cake.