UI/UX Design
S h r i n g a r R a s
About the project
The project brief was to re-design the current visual identity and packaging design of a premium skincare product series considering the consumer survey and product attributes.
I have worked as a brand designer for this project.
My Role
I solely work on this project. The process was to identify the problems in current packaging considering the market research and brand attributes.
My responsibilities were -
User & Market
Research
Problem Identification
Ideation
Conceptulisation
Final Deliveries
Key Takeaways
Masculine visual
look
2d Visuals
Old Packaging
-Main target audience is female ( 24- 45 years )
-Products are associated with wedding rituals ( more feminine look )
-Premium Range products
-The range and products have a celebrating story but the packaging design is very raw.
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Consumer Belief
“Beauty for me is all about being connected with my tradition & rich Indian culture"
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“I love the authenticity and uniqueness which I love”
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“I want to be connected to my traditional values through the products ”
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“I am a cultural empathizer and believer in ethnic living ”
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“I love the rituals of each product and makes me remind of my sweet memories like my marriage ceremony”
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“I believe in the science of things and this includes my cosmetics ”
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“I take my choices seriously & with clear intent ”
rational > knowledgeable > modern > specific > performance driven
Brand Values
Brand codes
Brand compass
Cultural Empathy
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Ethnic
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Traditional
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Celebratory
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Rich
Inspired from Rooted Rituals and Ingredients
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Involving and immersive
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Cultural and heritage variety
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Traditional Memory
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Cultural Imprints
Beauty with traditional values & cultural richness
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Richness and authenticity of traditional rituals
Connect her with her roots
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Ritualistic immersion
Design Codes
Evokes Memory and Richness
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A sense of gratitude
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Prized possession
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Sense of exclusivity
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Balanced vibrancy & ornate-ism
Design Brief
To design a packaging and visual identity for the premium product range “shringar ras”.
The range is inspired by Indian traditional culture.The products are inspired by the indian wedding rituals
The target audience are women (26-45 years)
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Design Approach
The product is inspired by the Indian wedding rituals. The design language can create the essence of the
Indian wedding.
Shringar means ornamentation. Using the forms and attributes of shringar will give more and strong meaning to the brand story.
Inspiration
Colour
Royal Indian Inspiration
Form
Inspired by word ‘Shringar’
Authentic Indian earring jewellery
Earring FORM to Abstract
Motif
Inspired by Peacock
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Why Peacock ?
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Elegant
Significant Indian element
Related to ornamentation ( shringar )
Form
Motif
Earring Inspired form
Texture (Velvet)
Interpretation of Shringar and Indian wedding ritual
Elegant and prominent identity of India - Peacock
Regarded as precious and royal fabric to wear
Used for drapes and precious fabric worn by the elite class
The fabric was costly as it was handmade
Visual Style Guidelines
Royal & celebrated
Prominent Indian depiction
Final Look
