Packaging Strategy
A Refreshed Packaging Strategy
To build a refreshed packaging strategy for a flagship product.
Client
Services
YEAR
AVA Cholayil Health Care Pvt. Ltd. (INDIA)
Secondary Research | BRAND Strategy Development | PACKAGING ARCHITECTURE | BRAND ASSETS PACKAGING DESIGN
2018
Client
Services
YEAR
AVA Cholayil Health Care Pvt. Ltd. (INDIA)
Secondary Research | BRAND Strategy Development | PACKAGING ARCHITECTURE | BRAND ASSETS PACKAGING DESIGN
2018
AVA Cholayil Health Care Pvt. Ltd. (INDIA)
Secondary Research | BRAND Strategy Development | PACKAGING ARCHITECTURE | BRAND ASSETS | PACKAGING DESIGN
2018
Client Services
YEAR
From a Functional to an Experience driven Brand.
AVA Cholayil Healthcare tasked us with redesigning Medimix Transparent, one of their flagship products. Although trusted for its Ayurvedic formulation, the brand’s packaging closely resembled Medimix Classic and mainly resonated with traditional audiences. To remain relevant in a competitive market, Medimix Transparent needed to attract younger consumers and align with modern lifestyle trends while retaining authenticity.
TASK
The strategic objective was to transform Medimix Transparent from a purely functional brand into an experience-driven brand.
The redesign needed to:
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Differentiate it from Medimix Classic.
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Capture the attention of younger, trend-aware audiences.
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Highlight product benefits in a more aspirational and emotionally engaging way.
ACTION
We approached the redesign by creating a fresh, contemporary packaging system.
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Experience framing: Positioned the soap as a sensorial and skin-positive product with the tagline “Your skin smiles”.
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Variant clarity: Introduced three strong color codes – Honey (Brown), Aloe Vera (Green), Mint (Blue) – to represent distinct benefits (Natural Toning, Deep Hydration, Oil Balance).
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Emotional engagement: Used a striking drool shot and ingredient visuals set against clean white backgrounds to amplify natural purity and efficacy.
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Modern appeal: Adopted strong typography and consistent visual systems to resonate with trend-conscious users while ensuring easy shelf identification.
DESIGN PROCESS
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The design objective was to communicate a product benefit by transforming the Brand from a Functional to an Experience driven Brand, thereby stimulating the user.
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“Your skin smiles” – the brand tagline on the SOP was unique and iconographic. The pack architecture (Natural Toning/ Deep Hydration/ Oil Balance) mainly the sub variants were very strong in it’s typographic approach.
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Unlike any other Brand in the company’s portfolio, the strong drool shot was the prime focus for the three variants. The three packs maintain the consistency of the visual system leveraging their fresh and distinctive packaging approach and thus became easy to identify at all high frequency stores and retail outlets.
RESULT
The refreshed packaging successfully reframed Medimix Transparent as an experience-driven Ayurvedic brand, bridging tradition with modernity. It created stronger differentiation from Medimix Classic, appealed to younger demographics, and strengthened shelf visibility at retail outlets. The design positioned Medimix Transparent as not just a soap, but an everyday skincare experience, keeping the brand in tune with evolving consumer expectations.
Consumer insight are key to transform a brand experience.
This project reinforced the importance of understanding consumer behavior and the need to differentiate for new, younger audiences. By strategically reframing Medimix Transparent from a functional soap to an experience-driven brand, we were able to create stronger emotional engagement. The refreshed identity not only resonated with trend-conscious users but also helped increase market share in the glycerine soap segment.
This project was part of a business collaboration through my entrepreneurial venture, where I worked as Co-Founder/ Principal Designer/ Strategist at TAN TA DAN DESIGN. Explore more projects