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

Answer
By refreshing yet retaining key visual elements

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

Answer
By refreshing yet retaining key visual elements

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

Answer
By refreshing yet retaining key visual elements

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

Answer
By refreshing yet retaining key visual elements

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

Answer
By refreshing yet retaining key visual elements

Ghadi  | RSPL Group

Ghadi  | RSPL Group

Ghadi  | RSPL Group

Ghadi  | RSPL Group

Ghadi  | RSPL Group

Manufactured by RSPL Group, Ghadi is one of India’s iconic brands and a category leader in detergents with a reach of more than 48% Indian households annually. Ghadi differentiates itself with its formulation that delivers superior cleaning compared to most popular brands in its category. The tagline ‘Pehle istemal karein, fir wishwas karein’ is persuasive and implies confidence in the product’s quality. With decades of experience and trust behind it, Ghadi aims to increase its penetration in existing geographies and expand to newer ones. By increasing the equity to generate desire for purchase and consumption, the brand’s objective is to become a household name for all fabric care needs of Indian masses.

One of the major challenges was to create an identity which caters to the multilingual target audience and form strong connections through regional language for trial and entry level SKUs to recruit and acquire new consumers. And also to create a packaging experience which is both consistent and extendable to product formats such as Cakes, Powder and Machine Wash variants.

SERVICES  IDENTITY DESIGN | PACKAGING DESIGN
CLIENT GHADI (RSPL GROUP)
SECTOR  FMCG

Manufactured by RSPL Group, Ghadi is one of India’s iconic brands and a category leader in detergents with a reach of more than 48% Indian households annually. Ghadi differentiates itself with its formulation that delivers superior cleaning compared to most popular brands in its category. The tagline ‘Pehle istemal karein, fir wishwas karein’ is persuasive and implies confidence in the product’s quality. With decades of experience and trust behind it, Ghadi aims to increase its penetration in existing geographies and expand to newer ones. By increasing the equity to generate desire for purchase and consumption, the brand’s objective is to become a household name for all fabric care needs of Indian masses.

One of the major challenges was to create an identity which caters to the multilingual target audience and form strong connections through regional language for trial and entry level SKUs to recruit and acquire new consumers. And also to create a packaging experience which is both consistent and extendable to product formats such as Cakes, Powder and Machine Wash variants.

SERVICES  IDENTITY DESIGN | PACKAGING DESIGN
CLIENT GHADI (RSPL GROUP)
SECTOR  FMCG

Manufactured by RSPL Group, Ghadi is one of India’s iconic brands and a category leader in detergents with a reach of more than 48% Indian households annually. Ghadi differentiates itself with its formulation that delivers superior cleaning compared to most popular brands in its category. The tagline ‘Pehle istemal karein, fir wishwas karein’ is persuasive and implies confidence in the product’s quality. With decades of experience and trust behind it, Ghadi aims to increase its penetration in existing geographies and expand to newer ones. By increasing the equity to generate desire for purchase and consumption, the brand’s objective is to become a household name for all fabric care needs of Indian masses.

One of the major challenges was to create an identity which caters to the multilingual target audience and form strong connections through regional language for trial and entry level SKUs to recruit and acquire new consumers. And also to create a packaging experience which is both consistent and extendable to product formats such as Cakes, Powder and Machine Wash variants.

SERVICES  IDENTITY DESIGN | PACKAGING DESIGN
CLIENT GHADI (RSPL GROUP)
SECTOR  FMCG

Manufactured by RSPL Group, Ghadi is one of India’s iconic brands and a category leader in detergents with a reach of more than 48% Indian households annually. Ghadi differentiates itself with its formulation that delivers superior cleaning compared to most popular brands in its category. The tagline ‘Pehle istemal karein, fir wishwas karein’ is persuasive and implies confidence in the product’s quality. With decades of experience and trust behind it, Ghadi aims to increase its penetration in existing geographies and expand to newer ones. By increasing the equity to generate desire for purchase and consumption, the brand’s objective is to become a household name for all fabric care needs of Indian masses.

One of the major challenges was to create an identity which caters to the multilingual target audience and form strong connections through regional language for trial and entry level SKUs to recruit and acquire new consumers. And also to create a packaging experience which is both consistent and extendable to product formats such as Cakes, Powder and Machine Wash variants.

SERVICES  IDENTITY DESIGN | PACKAGING DESIGN
CLIENT GHADI (RSPL GROUP)
SECTOR  FMCG

Manufactured by RSPL Group, Ghadi is one of India’s iconic brands and a category leader in detergents with a reach of more than 48% Indian households annually. Ghadi differentiates itself with its formulation that delivers superior cleaning compared to most popular brands in its category. The tagline ‘Pehle istemal karein, fir wishwas karein’ is persuasive and implies confidence in the product’s quality. With decades of experience and trust behind it, Ghadi aims to increase its penetration in existing geographies and expand to newer ones. By increasing the equity to generate desire for purchase and consumption, the brand’s objective is to become a household name for all fabric care needs of Indian masses.

One of the major challenges was to create an identity which caters to the multilingual target audience and form strong connections through regional language for trial and entry level SKUs to recruit and acquire new consumers. And also to create a packaging experience which is both consistent and extendable to product formats such as Cakes, Powder and Machine Wash variants.

SERVICES  IDENTITY DESIGN | PACKAGING DESIGN
CLIENT GHADI (RSPL GROUP)
SECTOR  FMCG

Design Audit

Design Audit

Design Audit

Design Audit

Ghadi-102

Visual inconsistency in multi-lingual identity

Visual inconsistency in multi-lingual identity

Visual inconsistency in multi-lingual identity

Visual inconsistency in multi-lingual identity

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.

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

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

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

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

Ghadi-103

Need for a visual portfolio architecture

Need for a visual portfolio architecture

Need for a visual portfolio architecture

Need for a visual portfolio architecture

Need for a visual portfolio architecture

There was no unifying visual architecture for the product portfolio.

There was no unifying visual architecture for the product portfolio.

There was no unifying visual architecture for the product portfolio.

There was no unifying visual architecture for the product portfolio.

There was no unifying visual architecture for the product portfolio.

Design Audit

Design Audit

Design Audit

Design Audit

Ghadi-102

Visual inconsistency in multi-lingual identity

Visual inconsistency in multi-lingual identity

Visual inconsistency in multi-lingual identity

Visual inconsistency in multi-lingual identity

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.

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

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

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

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

Ghadi-103

Need for a visual portfolio architecture

Need for a visual portfolio architecture

Need for a visual portfolio architecture

Need for a visual portfolio architecture

Need for a visual portfolio architecture

There was no unifying visual architecture for the product portfolio.

There was no unifying visual architecture for the product portfolio. 

There was no unifying visual architecture for the product portfolio.

There was no unifying visual architecture for the product portfolio.

There was no unifying visual architecture for the product portfolio.

Ghadi-153

Ghadi packaging evolution

Ghadi packaging evolution

Ghadi packaging evolution

Ghadi packaging evolution

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. 

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

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

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

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 

Redesigning an identity for an iconic brand 

Redesigning an identity for an iconic brand

Redesigning an identity for an iconic brand

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.

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.

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.

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.

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.

Ghadi-104-1
Ghadi-105
English
Ghadi-107-2
Tamil
Ghadi-108-2
Urdu
Ghadi-115-2
Bengali
Ghadi-114-1
Telugu
Ghadi-112-1
Assamese
Ghadi-110
Marathi
Ghadi-113
Kannada
Ghadi-111
Odia
Ghadi-106
Gujarati
Ghadi-109
Punjabi
Ghadi-116

Capturing a visual movement of ‘squeezing’ into our packaging

Capturing a visual movement of ‘squeezing’ into our packaging

Capturing a visual movement of ‘squeezing’ into our packaging

Capturing a visual movement of ‘squeezing’ into our packaging

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’.

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’.

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’.

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’.

Ghadi-117

Before

Before

Before

Before

Ghadi-141

After

After

After

After

Ghadi-140
Ghadi-120
Ghadi-121-1

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.

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.

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.

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.

Ghadi-143

Back of pack is the new front of pack

Back of pack is the new front of pack

Back of pack is the new front of pack

Back of pack is the new front of pack

A back of pack which usually contains mandatories is always treated as a secondary priority. The new Ghadi packaging treats the back of the pack as a front itself.  It repeats the twisting pattern where the logo is in English. So, no matter how it is placed on a shelf, Ghadi detergent will never turn its back on you!

A back of pack which usually contains mandatories is always treated as a secondary priority. The new Ghadi packaging treats the back of the pack as a front itself.  It repeats the twisting pattern where the logo is in English. So, no matter how it is placed on a shelf, Ghadi detergent will never turn its back on you!

A back of pack which usually contains mandatories is always treated as a secondary priority. The new Ghadi packaging treats the back of the pack as a front itself.  It repeats the twisting pattern where the logo is in English. So, no matter how it is placed on a shelf, Ghadi detergent will never turn its back on you!!

A back of pack which usually contains mandatories is always treated as a secondary priority. The new Ghadi packaging treats the back of the pack as a front itself.  It repeats the twisting pattern where the logo is in English. So, no matter how it is placed on a shelf, Ghadi detergent will never turn its back on you!

Ghadi-118
Ghadi-123-1
Ghadi-124

Benefit visualisation for the detergent cake

Benefit visualisation for the detergent cake

Benefit visualisation for the detergent cake

Benefit visualisation for the detergent cake

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.

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.

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.

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.

Ghadi-144
Ghadi-137
Ghadi-127
Ghadi-128-1
Ghadi-129
Ghadi-139

Identity and Packaging design extended by team Ghadi for communication

Identity and Packaging design extended by team Ghadi for communication

Identity and Packaging design extended by team Ghadi for communication

Identity and Packaging design extended by team Ghadi for communication

Ghadi-131-1
Ghadi-134-1
Ghadi-145

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