Decluttering packaging communication by way of a simple, contemporary packaging style to deliver retail prominence and Brand recall

2. Retail and Consumer Dipsticks, Retail Observations, Packaging System, Visual Architecture, Information
Hierarchy, Packaging Graphics
Client: Shalimar Paints
©LokusDesignPvt.Ltd.,Pune,2020

3. India's oldest paint company, Shalimar Paints, has perfected the art of blending aesthetics and chemistry
in manufacturing high-performance paints that deliver beautiful, rich finishes.
From mining the best quality pigments to packaging and sealing of cans, Shalimar’s inventive DNA
empowers every drop of paint to give beauty and innovation in equal measure.
We partnered with the iconic brand to declutter their packaging communication and create a simple and
contemporary packaging style for their entire portfolio spanning decorative, functional, and commodity
paint products to deliver prominence and a high Brand recall.
©LokusDesignPvt.Ltd.,Pune,2020

4. Economy Premium
Functional
Emotional
Clean, Basic Branding
Basic Category Visual
Contemporary, Lifestyle Branding
Sensory Category Visual
Contemporary, Minimalist Branding
Feature/ Usage Category Visual
Traditional Branding
No Category Visual
• Shalimar Paints needs to transit to a more premium brand with stronger emotional connect
• Shalimar Paints Packaging needs to have a contemporary, humane and lifestyle-driven branding
with a meaningful category visual; explore surface treatment
• Sensory for Decorative
• Feature for Industrial
Visual Positioning
• Several national and regional brands with few players focusing on packaging as an
integrated differentiator; No player using packaging as an awareness builder
• Shalimar paints is “Saada paint”
• General Awareness of brands like Asian paints, Nerolac, Dulux etc is more due to
aggressive advertising
• Brands with strong distribution and constant availability of stock are preferred by
dealers and shop keepers
• Schemes, offers and selling material like shade cards makes it easy for the seller to
convince the customers
• Sellers content with the code system on the paint boxes to identify the paint colour
Retail Context
©LokusDesignPvt.Ltd.,Pune,2020
Visual Positioning & Retail Context

5. COMMODITYDECORATIVE FUNCTIONAL
Interior Emulsions
Art Inclined Pattern
Exterior Emulsions, Enamels
Science Inclined Pattern
Primers, Aluminum Paints, Putty, Cement, Others
Science Pattern
Hierarchy Typefaces Hierarchy Typefaces Hierarchy
Luxury
Segment
• Multi-colored
• With metallic base
• Warm metallic band
to denote interiors
• Stylish, Scripts • Stylish, Scripts• Multi-colored
• With metallic base
• Warm metallic band
to denote interiors
Premium
Segment
• Deep Duo tone with
accent colors
• Warm metallic band
to denote interiors
• Imagery in metallic
• Stylish, Serifs • Stylish, Serifs• Deep Duo tone with
accent colors
• Warm metallic band
to denote interiors
• Imagery in metallic
Mid
Segment
• Monotones
• Flat color band to
denote interiors
• Contemporary, San
Serif
• Contemporary, San
Serif
• Monotones
• Flat color band to
denote interiors
Economy
Segment
• Monotones
• Flat color band to
denote interiors
• Basic, San Serif • Basic, San Serif• Monotones
• Flat color band to
denote interiors
Entry
Segment
• Monotones
• Flat color band to
denote interiors
• Basic, San Serif • Basic, San Serif• Monotones
• Flat color band to
denote interiors
• Common molecular pattern
• Grey Base
• Blue band for water based primers
• Orange band for solvent based primers
Packaging System Overview
Colour Combinations
VIBRANT
Accessible
BOLD
Durable
SOPHISTICATED
Indulgent
RICH
Aspirational
More Art More Science
MoreArtMoreScience
Packaging System, Visual Architecture
©LokusDesignPvt.Ltd.,Pune,2020

6. 10
11
12
13
14
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2
3
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5
67
8
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1. BRAND NAME, LOGO
Contemporary, Humane and Lifestyle driven
Ownable Colour, Shape; Unique Placement
2. BRAND Story, USP
Heritage, An Ownable Niche
3. SUBBRAND NAME + Logotype
Variety of Range
Range Typographic Style/ Typeface family
4. PRODUCT Type/ RANGE
Paint Awareness Building
5. PRODUCT Description
Paint Awareness Building
6. CATEGORY / Range/ Product Visual
Sensory for Decorative; Feature for
Industrial
Relevant for customer or segment connect
7. FEATURE Mnemonics
Engaging and Simple
Relevant to Product
8. SURFACE Usage
Unique Visual Cue for
Instant Surface recognition
9. Paint COLOUR
Visual Descriptor
10. Any Special Instruction, Directions, Tips
Paint Awareness Building
Ease of Use, For Best Results
11. Product Quantity (in Ltr)
12. MRP + Manufacturing Details
13. Other Mandatories
(Customer Care, Address, No added lead etc.)
14. PACK Surface Treatment
Premium (Metallic, Pearl etc.)
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2
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14
11 9
4
3
7
Packaging Information Hierarchy
©LokusDesignPvt.Ltd.,Pune,2020

7. Packaging Graphics Design
• Brand Story illustrated through packaging graphics: Visual based on Brand
proposition (The Art & Science of Paints)
• More Art for Interior emulsions, More Science for Exterior emulsions and
Enamels, Science for other product categories
• Colour and Treatment differentiation- Sophisticated for Luxury, Rich for
Premium, Vibrant for Mid, Bold for Economy, Entry
• USP icon character aligned with Graphic style
• Visual segmentation and colour palette: Category colour band with
Identification of Interior/ Exterior/ Usage
• Product name typeface style
• Product descriptor- brand corporate typeface
©LokusDesignPvt.Ltd.,Pune,2020

8. Packaging Graphics Design
©LokusDesignPvt.Ltd.,Pune,2020

9. Packaging Graphics Design
©LokusDesignPvt.Ltd.,Pune,2020

10. Packaging Graphics Design
©LokusDesignPvt.Ltd.,Pune,2020

11. Connect with us:
17-A, Gandharva, Near Hotel Abhishek, Erandwane, Pune 411004, India
info@lokusdesign.com
+91 99210 44300