MUSHK is a modern Shampoo Bar with a minimalist traditional aesthetic.
So here we come in, by bringing a traditional product into the present with a twist. We are inspired by the emotional and visual tonality of popular daily soap bars. With crisp name and appealing identity, we want to give the shampoo market a new face.
Introducing YOUR DAILY SHAMPOO.
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DID YOU KNOW ?
Did you know that shampoo bars are way better than liquid shampoo ?
Shampoo bars are cheaper, more natural, in general, better for the environment.
But why the majority of us are still buying liquid shampoo instead of shampoo bars?
The majority of soap bar products in the market look very similar. The packaging is closed and creates a barrier between the customer and the product. It’s still a tough call though – to switch from glossy, creamy shampoos to a bar of shampoo.
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It all started at the ROOT...
This is a brand combining the power of culture with the wisdom of scientific discovery. This product helps to nourish, strengthen and enhance the hair's growth.
MUSHK is rooted in the Indian heritage and talks about personal experiences. During the time of stress, we realized the importance of taking the time to care for ourselves. Overtime, we also became aware of the need for an eco-consciousness and the ways in which caring, staying healthy and doing the same for the planet. We helped take this story and turn it into a modern, forward-thinking brand that is still very much rooted in tradition.
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Brand Personality (yes)
Traditional, minimal, Indian sustainable, Empathetic, warm, kind, free, genuine, expressive, friendly, self-love
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Brand Personality (no)
Serious, restrained, irreverent, tough-minded, silent, aggressive, discreet, solitary, rough
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Brand archetype: INNOCENT
The innocent is honest and humble; their goal is to be happy and to do things the right way. This aligns with the brands beliefs and with a majority of the brands personality traits.
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Target audience
Buyers are middle and high-income people who value premium quality products. This approach to naming helps to increase consumer trust level. 25 yrs - 35 yrs Eco-conscious men & women working professionals.
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Competitors
Logo
Mood boards
Since this is a product that consumers would have to pick off a shelf in store, it became essential to design powerful and attractive packaging that would draw in the buyers.
The main USP of MUSHK is that it is aimed to be a brand that is inclusive and does not cater to one specific hair type. Another unique feature of the brand is its efforts in sustainability - both in purchase and consumption by the user.
Packaging
Concept (A)
Option 1
shampoo bar with conditioner bar, which can be interlocked (like that in a lego), so that the user can use it separately as well as combined.
The packaging might only contain a medium sized strip that goes around the bar and has all the information in it with a QR code scanner so that the viewer can scan through it for detailed information.
Option 2
The shampoo bas brick will be a palm sized cuboid with maximum of 1 inch of height. The packaging will be a rectangular box slider, which will cover almost ¾ part of the shampoo bar. The cover will have all the information in hierarchy and will be very much minimal.
Option 1 + option 2
On combining the idea, i could come up with a more sustainable option which was more workable and user friendly. This design will have both the bars (shampoo + conditioner) wrapped in a rectangular cube (like that in option 2) and there will be a flap that goes all around the packaging (like that in option 1). The packaging is done in such a way that the user can use the packaging directly in the washing area or can be used for other purpose. It can be hanged/supported/placed.
The material that will be used : sustainable paper or jute paper.
Concept B
Playing around with paper has always been very fascinating to me. And to make sure that this product conveys my story to my audience, i wanted an option where i could interact with my audience.
We thought about a package that might have caught your attention and differ from all of the other bottles.
This design has very minimal marks/cuts, just like that of a simple cube/prism. All you got to do is pull the string attached and your packaging closes and vice versa.
Drawback : the closing works fine, but the opening might be a problem. But these problems can always be worked out.
Materials that will be used : sustainable hard cover paper/cardboard.
What's next ?
Moving forward with option A, I now plan to deconstruct the whole idea, so that I can look into the step by step process of building the package.
MUSHK brand does not only focuses on selling shampoo bars, but also conditioning bars within the package. As, MUSHK talks about fragrance, I also wanted to highlight shampoo bars and conditioner bars for different hair types : anti-frizz, anti-hair fall, everyday shampoo and anti-dandruff. To name these creatively, I went up to look for names in urdu so that the overall brand has the same voice. The names that I chose to work upon are :
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NOOR : anti-hair fall
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BAHAR : anti-dandruff
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TAZGI : everyday shampoo
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ADAH : anti-frizz
To start with, I went upon looking for printed coloured patterns papers that resembles my colour and pattern moodboard. These papers could be the inner packaging, while the outer packaging consists of a thick white paper with all the content/information on it. The overall packaging falls under the umbrella of sustainability and eco friendly, keeping in mind the target audience and the story that my brand believes in.
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What is the product? How does the product need to be protected? What type of structure and material has been used?
My product is a combination of a shampoo + conditioner bar. The packaging is designed in such a way that it has a double layered packaging and can be used as a container itself in the bathe area or for multipurpose use. As it seen to be used in the wet areas, the packaging needs to be water resistant / water proof, for that the materials in sourced over on net suggested jute paper or mushroom papers, which are 100% eco-friendly and thick.
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Who is this product for? What do we know about the audience and category competition? What sets this brand/product apart?
Buyers of MUSHK are middle and high-income people who value premium quality products. This approach to naming helps to increase consumer trust level. 25 yrs - 35 yrs Eco-conscious men & women working professionals is more defined area. As this product as well as the packaging portrays a story of sustainability, it aparts its features from existing competitors and thus falls apart.
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What needs to be communicated? Does your design communicate it effectively and clearly?
The idea of reuse and less wastage with long lasting properties, this design justifies to the facts described above.
The making
FINAL LOOK
