Design: GCD Studio
Project Type: Produced
Product Launch Location: Asia
Packaging Contents: Cosmetics
Packaging Substrate / Materials: Packaging Board
Printing Process: Offset Printing
To develop the brand strategy and packaging identity for a new range of colour cosmetics by Biotique, an organic and ayurvedic skin and hair care company in India. The primary task was to highlight the natural story of the brand in the cosmetic packaging. We designed the face of the brand for Biotique’s entry into the cosmetic market.
Keeping ‘natural’ as the primary message to be communicated, a distinct visual language was created using watercolour illustrations of exotic women as the dominant visual on all the packaging. The three price ranges were colour coded in pink, blue and orange, to distinguish them clearly. The unique design approach, vibrant graphics and colours made Biotique colour cosmetics stand out in a cluttered retail environment. The ‘natural’ story and the aspirational value was embedded boldly into the brand language.
The detailed illustration approach of beautiful women on the packaging is a unique idea that we thought will help the products stand out amongst the otherwise minimal, neutral colour packaging of many cosmetic brands. It has the vibrance of the Indian aesthetic. The primary messaging has been depicted in different ways on every pack which makes each pack look different.