This was one of the projects I did in my short internship in art and design at J. Walter Thompson, Mumbai.
Agency: J.Walter Thompson, Mumbai
Executive Director: Tina Sachdeva
Creative Director: Rahul Bhojraj
Art: Sayali Phadke, Saloni Harshwal
THE BRIEF: The brief was to create two types of package designs- One type for a long tape kind of band, and the other for a shorter roll of the band.
About the product:
The product for which the packaging was created was "Sunsilk Instabun" (a freebie with the brand's thick and long shampoo bottle) which was a hair origami band and tape which can be rolled, folded and played around with by the user to wear different bun hairstyles with the same single hairband tape. In short, the same band can be used in different ways to wear different hair bun styles.
The Audience:
The audience chosen to reach out to for using this product was that of young, creative and experimental teenage girls who like to experiment with different styles for their hair. The target audience also consisted of a slightly elder age group of girls who would prefer to wear the classic retro hair bun look, without spending much time on the hairstyle. The product satisfied the needs of both these audiences since it allows hair to be played with, and it is also a convenient product in place of the hundreds of pins and traditional tail combs that are used to make classic bun hairstyles. As a result, the need for some retro pop-glam approach in art and design was felt.
The Idea:
The age of teens is such that they experiment a lot with their looks. For example, today they could like to wear the classic diva look with grace and tomorrow they could switch to the punk rock hair. The idea was to convey that a single band of Sunsilk Instabun could let them play with different kinds of bun hairstyles. It is convenient and in place of the hundred pins and uncomfortable tail combs which are otherwise used for bun hairstyles.
At first, illustrated characters wearing the different types of classic hair bun looks were created, continuing the same retro pop glam approach.
Idea for the first package design:
For the package design of the longer band , illustrated characters wearing the different types of classic hair bun looks were created, continuing the same retro pop glam approach. Then they were used on a cylindrical container, such that when the lid of the container is rotated, the faces and the hair buns switch positions and interchange and every character's face gets a new hairstyle which still looks apt. This way, the package design suggests that one hair origami band can let you play with different classic hair bun looks.
Idea for the second type of package design:
The second type of package design was for a shorter roll of the band along with which an instruction card of how to use the band to get that particular hair bun look was supposed to be stored. Thus, a small & compact box package where the roll of the band forms the hair bun to the character's complete look was created, leaving the rest of the empty space within the box for the instruction card.
There were three such box packages created for three different classic hair bun looks.
