Packaging Design for Shalimar Paints
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Decluttering packaging communication by way of a simple, contemporary packaging style to deliver retail prominence and Brand recall
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Packaging Design for Shalimar Paints
- 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 1 2 3 4 5 67 8 9 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.) 12 13 10 2 51 68 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
- 11. Connect with us: 17-A, Gandharva, Near Hotel Abhishek, Erandwane, Pune 411004, India info@lokusdesign.com +91 99210 44300