While we are not a fan of sachet pack formats as the environmental impact is high, there's no denying India is a thriving sachet market. Sachets offer a unique advantage: affordable trial sizes for new brands and increased sales for established ones.
It's remarkable how a mere ₹1 shampoo sachet can fuel an entire company! These small packs empower ordinary people to try products at accessible prices.
At Kanchize Design Studio Pvt. Ltd., a 13-year-old design firm based in Mumbai, we specialize in branding and packaging for FMCG products. Sachet Designs are a frequent request, and we understand their significance in India's market. This article showcases some of our design solutions that have revolutionized sachet visibility in this competitive landscape.
We understand the unique challenges and opportunities of sachet design as the real estate on the pack is limiting, here are some design solutions that amps up the visibility and meets the ultimate goal of sales.
Optimizing Visual Space:
One approach we've successfully implemented for Dove Healthy Ritual for growing hair shampoo- it leverages the connection between two adjacent sachets by creating a sense of continuity with a larger visual. we enhance brand recognition without compromising individual functionality. These sachet ladis when in displayed in kirana shops pull more attention even at a good distance.
Breaking the Mould:
For Dove's Anti Dandruff shampoo, we took the liberty of creating a design specifically tailored to the sachet format, ensuring it grabs attention on crowded shelves. This highlights the importance of adapting designs for each package proportion.
For example the square sachets has same elements used differently to create visibility and impact when compared to vertical layouts of bottle and rupees 2 sachet.
Designing for Impact:
Regardless of cost, effective sachet design should attract attention from a distance, ensuring brand and variant recognition. We believe in pushing boundaries within the master design framework, creating impactful visuals even on a small canvas. Rigid adherence to brand guidelines can hinder visibility and ultimately, sales.
Prioritizing Design Schema:
Sachet design prioritises Distinctive Brand Assets and variant differentiation in larger schemas – all achieved through broader design principles rather than intricate details. In some cases, a minimalist approach with bold branding serves this purpose better, even if it means deviating from established guidelines.
Example Dove Intense repair shampoo images shown above
Balancing Rules and Results:
While brand guidelines like minimum logo spacing are valuable, they shouldn't come at the expense of visibility for small packages like sachets. We advocate for exceptions and design liberties that ultimately drive sales. This approach can be challenging, but it's crucial for success in the competitive FMCG landscape.
Example Dove Intense repair shampoo images shown above
The Power of Repetition:
Larger visual elements build brand recall through repetition. This design strategy reinforces brand recognition.
Open for Discussion:
We understand that this approach may spark debate. However, we firmly believe that prioritizing visibility ultimately drives sales. This aggressive approach is necessary to cut through the clutter in a competitive market. While it may raise eyebrows, we hope it also ignites a conversation within the design community.
We welcome your thoughts in comments.
