Client: ITC, India | Fiama Shower Gel Packaging Competition | 2017
Role: Team Member ( Research, Conceptualization )
Role: Team Member ( Research, Conceptualization )
The Challenge
Redesign the existing shower gel bottle to ensure only 4ml liquid is dispensed at a time, while also ensuring the bottle finds a space
of its own in the washroom.
of its own in the washroom.
The Outcome
An intuitive bottle design that delivers on functional
requirements and stands tall and elegantly in the washroom.
requirements and stands tall and elegantly in the washroom.
Fiama Di Wills, a personal care brand from FMCG major ITC Limited, required packaging design for a range of shower gels for women. The objective was to delight and engage consumers with creative design solutions that would enable sensorial experiences and affordable luxury without compromising on the functional requirements of the container for the product.
Research
Detailed primary and secondary research was done to analyze the existing packaging, competitors, benchmarking, and store display. In a worst-case scenario, Fiama Di Wills' products are placed in cramped, badly lit, local supermarkets, next to soaps. Here, the challenge is to make sure the packaging stands out in all possible circumstances.
Primary competitors: Palmolive and Nivea.
Secondary competitors: Neutrogena, Signature Collection, and Anatomicals.
Aspirational Brands: The Body Shop and Forest Essentials.
Primary competitors: Palmolive and Nivea.
Secondary competitors: Neutrogena, Signature Collection, and Anatomicals.
Aspirational Brands: The Body Shop and Forest Essentials.
Inspiration
The Fiama Di Wills woman is a confident and independent person. She knows what she wants and she works hard for it. She likes to experiment and try out new things, to break from the mundane. The shower is a quiet space at the start and end of her daily routine. It rejuvenates and kickstarts her day, and it calms her and helps her unwind at the end of it. Showers are her me-time.
Keeping this in mind, our packaging form and graphics have water at the core of the brand. Water as the ‘refresher’: the source of life, the mighty river, the calm ocean.
Technical Specifications
We took inspiration for the shape of the bottle from the most basic visual form of water: a drop of it. The tall bottle is designed with fluid lines to reflect the personality of the woman who uses it.
The features of the bottle make it multi-purpose. It can be hung from a hook near the shower, which is a unique space for the product. Or it can be kept on a shelf nearby, where the shape of the bottle itself makes it memorable.
The button-like pushing mechanism shall dispense just the right amount of gel with each use, making quantity control effortless for the user.
The bottle’s PET (Polyethylene Terephthalate) body features a rigid, moisture, and chemical-resistant PP (Polypropylene) ‘living hinge’. The flexible clamp can bend comfortably around towel rods. The thinner button section is easy to depress and returns the disc to its original position after the measured gel has been dispensed. Injection molding, which allows walls with differential thickness in the same container, has been suggested as the method of construction.
Graphics & Packaging
The names were given to the variants in the range taken from water-based words that reinforce the product’s image. The graphics have been kept clean and simple, imparting a premium quality to the brand. We kept the colors of the gel and its ingredients similar to the range already available in the market, so that brand recall among loyal customers remains unhampered.
The proposed packaging stands tall, has a unique shape, and has visual cues that indicate the unique features of the bottle. This will pique the buyer’s interest, who will then choose and discover it over the other conventional shower gel bottles on the same shelf. The flip-open cap at the bottom enables a dry sniff, convincing the consumer to buy the variant she finds most appealing.
Usage
The bottle’s multipurpose functionality allows the consumer to hang it from a shower rod or a towel rack, or simply place it on the bathroom shelf. The one-inch loop can accommodate variable bathroom fixtures, which are conventionally half-inch in diameter.
