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Kanchan Dhankani. A Post-grad in Visual Communication from NID, Ahmedabad, she is a freelance designer and illustrator working out of Mumbai.

MoD MOVE

Oiling hair has been an age old practice in our country. But the wave of westernisation has rendered it a bad name, associating ‘down-market’ and ‘tackiness’ with it. Dove, the leading beauty care brand, was coming up with a new product of hair oil. It wanted to turn this popular notion about oiling your hair upside down. Kanchan Dhankani, the designer in charge explains how she achieved the feat. Setting the expectation. The first job was to understand the brand language and the product USP. Since it was Dove, ‘premiumness’ came along inherently. The name of the product, Elixir, conformed to this image. The USP remained health for the hair. But owing to the established notions about hair oil, the task was to project it in a premium and modern avatar. Finding the roadblocks. On deeper investigation, it was revealed that the process of applying oil to hair and the elements associated with it were the key reasons for this repulsive mindset. Unattractive logos and shabby packaging were thus the problem areas. Untangling the knots. The first job was to design a logo, based on the brand and product attributes. It created an image of classic feminine beauty. Next up was the 2D and 3D packaging design which completely changed the way women looked at hair oils. Basking in the glory. The branding and packaging of this product played an important role in modernising and ‘premiumising’ hair oils in Indian consumers’ mind. Dove Elixir brought back oiling regime in elite consumers <

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Profile for Creative Gaga

Creative Gaga - Jul/Aug 2013 (Preview)  

We always wish we had someone to show us the right way of doing things when we were starting our professional journey. And that’s why, we ha...

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