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
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.
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
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.
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 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.
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’.
Before
Before
Before
Before
After
After
After
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.
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.
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!
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.
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
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