Shalimar Paints

Overview

Client

Shalimar Paints

Scope

Brand Strategy, Portfolio Architecture, Packaging Strategy & Packaging Design

Introduction

Shalimar Paints operated across a wide and complex portfolio – from luxury and premium paints to mid, economy, decorative, functional and commodity categories. While this breadth created opportunities across multiple consumer segments, it also created a fundamental brand challenge: how could one brand remain distinctive and recognisable while making very different product propositions relevant and easy to navigate?

Lokusdesign recognised that the opportunity extended far beyond designing better-looking paint cans. Packaging could become a strategic business tool – strengthening brand recall, clarifying the portfolio, communicating value more effectively, and helping consumers make faster, more confident choices at the point of purchase.

The Challenge

The paint category was crowded, with multiple brands competing for attention while Shalimar’s portfolio spanned very different price points, product benefits, and usage contexts. The existing packaging needed to achieve several things at once: stand out visually, establish stronger value cues, simplify complex information and support product choice in a high-pressure retail environment.

Lokusdesign reframed the brief from “How should Shalimar’s paint cans look?” to “How can packaging strengthen the brand, simplify choice and improve the economics of customer acquisition?” This shifted packaging from a product-level exercise to a strategic architecture connecting brand, portfolio, customer decision-making and retail conversion.

Our Approach & Overall Impact

Lokusdesign first repositioned the brand towards a more contemporary, premium and emotionally engaging space, while establishing The Art & Science of Paints as a strategic proposition that balanced the emotional outcome of beautiful spaces with the functional credibility of paint science.

The next step was to build a common packaging architecture across the portfolio. Colour, typography, imagery and information hierarchy were systematically defined according to each segment – from sophisticated and indulgent for Luxury to bold and durable for Economy. This created differentiation at product level without fragmenting the Shalimar master brand.

Lokusdesign then aligned communication with the customer’s decision context: experience-led for Luxury and Premium, benefit-led for Mid, and usage/function-led for Economy and Entry. This created a clearer path from identifying a product to understanding its relevance and choosing it.

The result was a scalable packaging system designed to work harder for the business – strengthening brand recognition, improving value perception, reducing decision complexity and creating stronger shelf differentiation, while giving Shalimar a repeatable architecture for future products.

Lokusdesign did not simply redesign the pack. It redesigned the role packaging could play in the business.