Case Study: Park Avenue Soap Packaging Graphics Redesign by Lokusdesign

Park Avenue Soap Packaging Graphics Redesign by Lokusdesign

Overview

Client

JK Helene Curtis (Raymond Group)

Agency

Lokusdesign, Pune

Project

Park Avenue Soap Packaging Graphics Redesign

Date

May 2009

Revitalize the Park Avenue soap portfolio to make it relevant for the contemporary male consumer and align with the brand’s broader grooming portfolio. The brief included redesigning existing packaging graphics and creating fresh designs for new variants—Double Deodorant and Cool Blue.

1. Brand Marketing

Objective:

Marketing Strategy:

• Reinforce Park Avenue as a premium luxury grooming brand for men.

• Use packaging to signal innovation, performance, and premium quality.

• Build a cohesive product family across three variants while ensuring individual distinction.

• Enhance purchase intent and shelf visibility through modern, vibrant packaging design.

2. Brand

Positioning:

“Premium Luxury Soaps for a Well-Groomed Man”

Core Values:

• Masculinity with sophistication

• Performance-driven care

• Global standards of grooming

Brand Personality:

• Confident, dynamic, urban male with high brand consciousness

• Young and affluent with international exposure

Brand Equity Refresh Drivers:

• Earlier packaging perceived as old-fashioned and outdated

• Did not match the evolving preferences of a modern male TG

• Needed stronger alignment with Park Avenue’s full personal care portfolio (fragrances, shaving, talc, hair gel)

3. Competition

Direct Competitors (India):

• Cinthol, Lux, Lifebuoy, Hamam, Santoor

Category Observations:

• Most Indian brands used generic visual cues and lacked emotive storytelling.

• Ingredient-based graphics with minimal cues for action/performance.

• Soaps rarely conveyed targeted grooming benefits for men.

Global Competitors:

• Brands with minimalist and clinical aesthetics.

• Emphasis on functionality and refinement, with soft color palettes and structure.

Lokusdesign’s Approach:

• Differentiate through expressive graphics, performance cues, and refined masculinity.

• Use consistent family structure while infusing personality per variant.

4. Consumer Insights

Target Audience:

• Men aged 25–40, SEC A & B

• Office executives, self-employed professionals

• Confident, style-conscious, value grooming

Lifestyle:

• Work hard–party hard

• High exposure to international trends

• High level of brand awareness

Consumer Expectations:

• Soap must reflect fragrance strength, performance, and skin care

• Clear packaging cues about the variant’s benefits

• Premium and visually expressive design to justify price point

5. Packaging Structure & Graphics

Design Objectives:

• Align three soap variants (Original, Double Deodorant, Cool Blue) under a common brand family

• Improve shelf impact, readability, and differentiation

• Maintain logo and layout consistency while varying background and color schemes

Visual Strategy:

• Bright, vibrant color patches for shelf standout

• Wavy patterns and gradients to signal freshness and movement

• Iconic parallel black and gold lines as a recall cue from past Park Avenue equity

• Ingredients and performance subtly embedded in graphic elements

Typography & Hierarchy:

• Horizontal layout with structured typeface

• Emphasis on brand and variant name with a clear hierarchy

• Product benefits subtly communicated via supporting text and visuals

Variant Differentiation:

• Original: White soap, classic fragrance, conditioning and protection

• Double Deodorant: Aqua green, strong fragrance, long-lasting freshness

• Cool Blue: Light blue, refreshing, energizing, cooling effect

House Style Principles:

• Uniform layout structure across SKUs

• Unique color scheme and minor visual elements for individual identity

• Use of consistent logo placement, wavy graphic cues, and structured typography

6. Results & Impact

• Established a cohesive and masculine identity for Park Avenue soaps

• Improved on-shelf visibility and brand recall

• Stronger consumer resonance with variant-specific design communication

• Created a packaging system scalable to new variants and product types

7. Conclusion

Lokusdesign’s redesign of Park Avenue soaps bridged tradition and modernity, resulting in a visual system that aligned with the grooming expectations of the contemporary Indian man. Through insightful strategy and expressive graphics, the packaging now serves as a compelling cue of quality, performance, and premium masculinity.