Introduction

FreshenGo, a start-up in the FMCG sector, ventured into introducing detergent pods—a new concept in India’s laundry care market. This project aimed to pioneer detergent pods’ adoption and establish FreshenGo as one of the key players in this innovative product category. FreshenGo Dhulai is a range of detergent pods that the company is launching at more reasonable price points to appeal to the mass market and enhance adoption of Detergent Pods.

Challenges Faced

The primary challenge lay in introducing detergent pods, a novel concept for Indian consumers who are more familiar with traditional detergent forms like powder and liquid. The goal was to effectively communicate the benefits of detergent pods and additional benefits FreshenGo’s product holds—

• Efficiency

• Ease of using pods

• Fragrance and freshness

• Cost-effectiveness

• Zero-wastage

• Water-soluble properties

• 4x concentrated formula

• Food-grade plastic packaging containers

• Performance of cleaning with respect to detergent cleaning

These needed to be conveyed through packaging that resonated with diverse consumer segments in the Indian market.

Approach Taken

As a Graphic Designer and Marketer, my role involved developing tailored packaging solutions:

• Strategic Insights: Conducted in-depth market research and collaborated closely with FreshenGo to understand consumer behaviour and preferences.

• Design Principles: Crafted packaging that differentiated detergent pods from existing products, focusing on clarity, appeal, and distinctiveness.

• Targeted Approach: Created packaging for educated consumers, emphasising clear communication and aesthetic appeal. For wholesalers, designed vibrant, impactful graphics that simplified messaging while maintaining appeal.

Design Execution

The packaging design strategy included seamlessly integrating strategic marketing insights with creative graphic design:

Box Packaging:

• Graphics and Icons: Integrated pod graphics, water flow elements, bubbles, and illustrative icons to convey freshness and modernity.

• Colour Choices: Used contrasting colours like green and orange to catch attention and reinforce messaging. Supplementary colours were chosen to enhance visual appeal and brand identity. Overall, the pallet was chosen to match the box and product colours.

• Communication: Clearly highlighted key benefits such as “Rupees 10 per wash” for cost-effectiveness, and “Cleans, Brightens, Aromatic” in a bottom left bubble. Emphasised convenience with “Drop, Load, Start” for machine wash. Additionally, “Upgrade your laundry experience” with a prominent orange arrow used in hero illustration as direct impact communication.

• Key Messaging: Prioritising and balancing messaging with designing was one of the most challenging steps as the product has a range of benefits and add-ons for any consumer as highlighted in ‘Challenges Faced’ with an encouragement to upgrade lifestyle choices of detergent liquid & powders to pods. We recognized and prioritised key messages into following phrases throughout the packaging:

  • 4x concentrated formula

  • Upgrade your laundry experience

  • Price of Powder, Performance of Liquid, Convenience of Pods

  • Cleans, brightens, aromatic

  • One pod, many benefits

Pouch Packaging:

• Illustrations: Featured a washing machine, detergent pod, and fresh clothes to clearly depict product use. Added modern streaks and bubbles to convey new technology.

• Communication: Included “Cleans, Brightens, Aromatic” in the bottom left bubble with a clothes hanger icon, and the catchy Hindi-English slogan “Liquid jaisa kaam, powder jaisa daam” [Translation: Works like liquid, priced like powder] written in English with Hindi script elements.

• Visual Appeal: Focused on vibrant graphics and colourful illustrations to attract attention in mass market settings. Utilised colours and designs that resonated with wholesalers and end consumers alike.

Outcome and Impact

With Dhulai, many variables were evolved and modified, including the design. Variables include food-grade plastic packaging boxes and plastic pouches, reasonable price points, options for starter packs (9 pods) and full SKUs (33 pods), packaging designing and colours among a few.

The results of the packaging redesign were overwhelmingly positive:

• Market Reception: Extensive surveys conducted by FreshenGo’s team indicated strong consumer interest and clear understanding of product’s benefits with more willingness to try. According to Akshay Shah, Co-founder, FreshenGo about the performance in the market a month post launch “I can see growth and increased traction, customers are very happy with product and price ranges, sales push is there because of pricing, container changes and design.”

• Client Satisfaction: FreshenGo praised the packaging’s effectiveness in attracting attention and driving sales, leading to continued collaboration.

Client Testimony

FreshenGo expressed satisfaction with the collaborative approach and impactful design, which effectively conveyed the unique selling points of their product. This satisfaction resulted in further collaboration on various marketing initiatives.

“Sanjana’s very mindful of her work, her designing skills are good and always on point. Working with her has been smooth and comfortable, I must say she’s dedicated to our project.“

Akshay Shah, Co-founder FreshenGo

Future Collaborations

Post-project, ongoing collaboration included:

• Social Media Campaigns: Developed themed content, including the “Ab hogi Modern Dhulai” [Translation: Now there will be modern washing] campaign, aligned with events like IPL cricket matches, seasons (rains and summers) and influencer marketing.

• Digital Design: Created impactful online assets such as website banners, Amazon brand pages, listing carousels, and A+ brand boards, enhancing FreshenGo’s digital presence and sales.

• Brand Consistency: Future opportunities involved standardising visual branding across all packaging types, customising every packaging detail to ensure consistency, and creating a cohesive brand identity for FreshenGo’s detergent pods.

Conclusion

In conclusion, the project showcased the power of integrating creativity with strategic marketing to successfully launch a new product in a competitive market. By addressing consumer needs, educating with clear communication and preferences through innovative packaging design, we not only captured attention but also facilitated more adoption of detergent pods among Indian consumers.

Real pictures from project