Synopsis
Objective:
Toscope and launch a new range of products in hair care catagory.
Target Audience: LSM 8+Females
Opportunity:
The project helps in establishing Unilever hair brands as “Hair CareExperts” by providing product benefits that the consumer is looking for. Theproject aims to lead the hair care segment by positioning unique concepts underUnilever hair care brands.
The projectneeds scoping of the potential formats, that the product can get into andunderstand what cues in the product can make credible promises.
Design process:
Scoping out the Hair Care product formats in which the consumers readily believe & trust was the corerequirement. The needvalidation was done through qualitative research with the consumers.
Exploratory exercises with consumers were conducted with collected local andglobal existing hair care products to observe their reasons to believe on thepreferred products.
Understanding consumer’sexpectations, mindset and their hair care regime helped tracking and findingtheir unsatisfied needs. These unsatisfied needs became the opportunity onwhich the concepts were made. In the process of understanding hair care habitsof consumers, many complex thoughts and questions arouse. Also a starkdifference in the hair care habits of North and South India was observed. Thismade it necessary to encircle who the target consumer is. On the bases ofconsumer’s mind-set and habits the solution/proposition varied.
For visualizing theconcept notes and product proposed, it was necessary to understand the visuallanguage of existing hair care formats.
A detailed colour andform analysis of exiting hair care formats was done in the initial stages ofdesigning.
Final Deliverables:
Concept cards
Concept visualization(Indicative Packaging and Visual language Design for proposed productconcepts.)
Please note: Due to confidential issues the details ofthis project and concept cards/Packaging options are not revealed.
Learning
- I learnt that thevisual design of the concept note goes beyond just the packaging and identitydesign; it extends to the formulation look and feel that includes consumerperception, interpretation or measures of judging a product by its visualappearance. Keeping in mind the technical constrains the visual appeal of theformulation can be designed to suit the consumers mind set.
- I understood therelationship of the content and the container that plays a major role insetting visual language of the pack. This helped me think beyond the aestheticappeal of the container.
- Talk with consumersopened up the thinking channels of my mind and showed me the broader view ofthe project. This helped me to help them better.
- These learningsoverall broadened my views and will continue to help me to evolve as a betterdesigner.
Damage hair mood board
Good hair moodboard
Understanding consumer preferences and reasons to believe
