INDIA
Since the earliest of times, colouring of the hair has always been an important need within society. This is primarily amongst women of most cultures across the world in helping them to look younger. In more recent times the colouring of hair has been influenced by trend and celebrity fashion influences. In Asia however, both women and men historically have the regular habit of colouring and covering up ageing hair well into their older years.
Originally launched in 1995, Indica has established itself as one of the leading hair colourant brands in India. Indica Herbal Hair colour with the goodness of 5 herbal ingredients which colours hair safely and effectively. In 2009 the brand was again relaunched following consumer insights and innovation of the 10 minute proposition and so Indica 10 minute Herbal Hair colour was formed.
The brand portfolio had grown substantially from offering Herbal & Powder Hair Colours, to Indica Easy Shampoo-in Colour, Creme Colour and the latest addition of Beard & Moustache for Men.
The Marketing team briefed us with the objective to firstly bring uniformity to the packaging design given the differing times of origination and alternative formats which created fragmentation in the visual design communication.
Secondly, in the process of reviewing the architecture, was to contemporise the design to communicate a fresher and more modern appeal. Starting with the Indica identity we sensitively restyled the letterface to give it greater stand out and a clear design structure helping to aid the consumer to navigate easily through the pack elements and communication.
