Branding India’s first earthfriendly detergent for Raj Super White, a leading fabric are brand in North India.

Raj Group is one of the leading group of companies in the northern region of India dealing with soap, detergent and fatty acids industry. The group though started its journey with the products that could suffice the most essential and the basic needs of the customers but now has decided to shift the gear towards more value-added products, while retaining the old product line.

According to the current market study, the detergents that we use most of the times contain harmful chemicals and fillers which leave our clothes damaged and dull after a few washes. These detergent powders can be harmful to the environment too. In this digital age much awareness about these issues is raising among consumers. A lot of people are switching to gentle liquid washes or eco-friendly soap powders, especially in urban areas. To fill the need gap, numerous players in the market are adding liquid, and eco-friendly detergents in their portfolio. Raj industries with the philosophy of pioneering environmentally friendly cleaning products, also planned to launch a premium quality soap powder which won’t contain harmful toxic chemicals and fillers, instead it will have natural ingredients. While many players are doing it online, the pricing is targeted for the niche market, but Raj industries planned to bring it first time to the masses.

With such a revolutionary product our interest was definitely peaked! We started with in depth research in understanding the consumer attitude towards environment-friendly products especially in laundry category. What resonated with them is the fact of how hazardous the chemical detergents could be to their own family and near and dear ones. Then we moved on to understanding in detail the product itself, which had unique attributes.

Raj Industries is the 1st ever firm to introduce a soap powder made with Coconut Oil. This soap powder is also first LABSA free formula in India – which has strong attributes like Natural conditioning, Deep cleansing & Skin friendly.
This path breaking product would be new to the market and hence needed to stand out exceptionally in the consumers’ mind.
Hence we deducted, the brand communication and packaging should be aimed to enable the brand to step towards building a clear brand perception. We also tried to do it without alienating the current TG who strongly believes in the products do good values. The product ideology is based on it being green/environmentally safe. Design should emphasize on the core properties of the product and its proposition of being green, skin friendly and environment friendly.

After thorough mind mapping and bouncing around with various design concepts we arrived at a conclusive design route that – Raj Super White Soap Powder has power of nature’s goodness. It is enriched with coconut oil that is gentle and safe. A core concept that highlights the effective care, can translate into a strong brand identity.

Raj Super White Soap Powder is made from natural ingredients like coconut oil and distilled vegetable fats making it gentle for clothes and safe for skin. It also leaves clothes soft, bright and fragrant without fading the colours. It is a biodegradable soap powder making it eco-friendly, in other terms, safe for nature. It is indeed a soap powder that CARES! Caring for the clothes but also caring for the consumers and their families health as well as caring for mother earth as a result.
To combine both (Eco-friendly & Clothes-friendly) facets of the product we used the term – ‘Deep Clean, Live Green’.
To emphasize more about the caring aspect, we used visual clues that stand clearly and effectively for – ‘Care or Love’ like – the washed clothes floating joyfully in the shape of Heart as a prime visual in packaging.
Overall imagery we used to convey the ‘Soft & Safe’ aspect with caring gentleness transforming into joy and happiness like – the image of mother and daughter.
The material used for packaging is soft velvety matte, we chose the background colours and soft gradients accordingly. The green at bottom with grass imagery and blue at top with soft breezy waves suggested a natural environment.
As it’s a first in India we created a very prominent “LABSA-free” mnemonic at the top of the pack so it catches attention easily.
We also created a set of mnemonics to highlight key attributes of the product so consumers can make a well-informed choice.

The final output was a very fresh and attractive looking packaging that was as unique as the product and resonates the brand’s philosophy of green living. It definitely made waves as it hit the shelves!

ClientRAJ Super WhiteServicesPackaging DesignYear2020