Bare Anatomy
Re-branding and designing packaging for refreshed version of Bare Anatomy: Expert range.
Team
Durai Raj
Sifat Khurana
Duration
2 weeks
Role
Brand Design,
Packaging Design,
Art direction,
"Bare Anatomy" is a contemporary and aspirational brand brand known for its personalized hair care products. The brand emphasizes customization, offering shampoos, conditioners, and other hair care products tailored to individual customers' needs based on their hair type, concerns, and preferences. It often highlights its use of natural and high-quality ingredients in its formulations that do not use harsh chemicals.
🔮 Bare anatomy philosophy
"Bare" signifies simplicity, transparency, and authenticity, emphasizing the brand's commitment to clean and minimalistic beauty solutions. It suggests stripping away unnecessary ingredients and embracing the natural essence of hair care.
The term "Anatomy" suggests a deep understanding of the intricate details and needs of individual hair types and scalp conditions. It reflects the brand's dedication to personalized care and tailored solutions, acknowledging that each person's hair is unique and deserves customized attention.
Challenge :
We had to redesign Bare Anatomy's transition to the Expert range which reflects a strategic effort to reposition the brand in the market while staying true to its core principles and values. By embracing simplicity, transparency, and personalized care, Bare Anatomy aims to enhance the overall user experience, drive brand loyalty, and achieve sustainable growth in the competitive hair care industry.
Solution :
This is how we have created the new packaging:
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Minimalist Brand Language: By opting for a minimalist brand language, Bare Anatomy communicates simplicity and sophistication in its design approach. Clean and sharp lines, along with muted colors, create a sense of elegance and refinement that resonates with consumers.
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Eco-Friendly Materials: The use of eco-friendly materials underscores Bare Anatomy's commitment to sustainability and environmental responsibility. By prioritizing materials that are sustainable, recyclable, or biodegradable, the brand reduces its environmental footprint andaligns with the values of eco-conscious consumers.
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Purity and Authenticity: The design approach conveys a sense of purity and authenticity, reflecting Bare Anatomy's commitment to transparency and integrity. Through clean lines, mutedcolors, and eco-friendly materials, the brand communicates honesty and trustworthiness, fostering deeper connections with consumers.
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Rooted in Science: Bare Anatomy's positioning as a hair care brand deeply rooted in science highlights its commitment to research-driven formulations and evidence-based solutions. Byleveraging scientific principles and insights, the brand develops personalized hair care options that address the unique needs of each customer effectively.
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Phthalate-Free, Sulphate-Free, Paraben-Free Products: Bare Anatomy's emphasis on creating phthalate-free, sulfate-free, and paraben-free products reflects its dedication to promoting the overall health of hair and scalp.
Target audience:
There are 3 groups of main consumers ranging from 18-35 age group who are:
Old packaging
New packaging
Each colour was selected keeping in mind colour psychology and user needs.
Dark purple is often associated with qualities such as luxury, sophistication, and indulgence. For an ultra-smoothening shampoo, which aims to provide intense hydration and smoothness to the hair, dark purple packaging can evoke a sense of opulence and elegance. It suggests that the product offers a luxurious and pampering experience for the hair.
Orange is a vibrant and energetic color that can capture attention and evoke feelings of enthusiasm and excitement. For a color correct shampoo, whichaims to neutralize unwanted tones or enhance natural hair color, using orange packaging can signal vitality and dynamic action, suggesting that the product is effective and can protect through action.
The color green is often associated with healing, growth, and renewal, which makes it a fitting choice for damage repair shampoo. It conveys a sense of rejuvenation and soothing care for damaged hair. Damage repair shampoo is intended to help restore and strengthen hair that has been damaged by various factors such as heat styling, chemical treatments, or environmental stressors.
Brown is a warm and rich, sophisticated color that can create a sense of comfort and luxury. For volumizing shampoos, which aim to enhance the fullness and texture of hair, brown packaging can convey afeeling of richness and indulgence, suggesting that the product will provide luxurious volume to the hair.
Light purple is often associated with qualities such as calmness, relaxation, and tranquility. For an anti-frizz shampoo, which aims to tame and control frizzy hair, light purple packaging can evoke a sense of soothing comfort. It suggests that the product will provide a calming solution to hair frizz and promote smoothness and manageability.
The new range
I conducted user interviews through exploratory research with 20 users. Finding the issues in travel was impossible without interacting with the user themselves:
Results after launching new range
60% boost in sales ↑8% retention rate +ve Feedbacks
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Increased Sales and Revenue: One of the primary objectives of launching a new product range is to boost sales and revenue. The range was an instant hit in the market and increased the currents ales of BA to 60% in just 2 months.
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Positive Customer Feedback and Reviews: We observed a lot of positive feedback and reviews of the product and it became the leading brand of innovist with the most number of positive reviews, Bare anatomy has become a trusted brand that has revolutionised the indian haircare market till date.
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Retention and Loyalty: Repeat purchases and customer loyalty are key indicators of product success and brand affinity. The retention rate increased from 12% to 20% almost in 2 months after launching the expert range.
Moodboard:
We created a moodpboard to give direction to our thoughts.
Differentiating between old and new collection:
I worked on the collecting research on of why the old packaging was not working and we needed a new one.
