Case Study: Vatika Shampoo Bottle Design by Lokusdesign
Case Study: Vatika Shampoo Bottle Design by Lokusdesign
Overview
Client
Dabur India Ltd.
Agency
Lokusdesign, Pune
Project
Vatika Shampoo Bottle Design
Date
August 2008
To redesign the Vatika Shampoo bottle for both regular and dandruff control variants with a modern structure that reflects its natural, safe, and premium attributes. The packaging needed to:
• Communicate efficacy (for dandruff control) and natural care (for regular use).
• Improve shelf impact and brand recall.
• Stand out in cluttered retail environments.
1. Brand Marketing
Objective:
To redesign the Vatika Shampoo bottle for both regular and dandruff control variants with a modern structure that reflects its natural, safe, and premium attributes. The packaging needed to:
• Communicate efficacy (for dandruff control) and natural care (for regular use).
• Improve shelf impact and brand recall.
• Stand out in cluttered retail environments.
Marketing Strategy:
• Revamp structural design to support brand repositioning.
• Emphasize premium imagery and high volume perception.
• Cater to both family use (regular) and specialized hair care needs (dandruff control).
2. Brand
Vatika Brand Essence:
• Rooted in natural and herbal care.
• Seen as safe, soft, and effective.
• Positive perception due to natural ingredients and no harsh chemicals.
Challenges Identified:
• Outdated bottle form with low volume perception and poor shelf appeal.
• Lack of distinction in the dandruff control segment.
• Confusion due to similarity with other herbal brands like Nyle, Ayur.
3. Competition
Direct Competitors:
• Herbal segment: Nyle, Ayur, Himalaya
• Mainstream players: Sunsilk, Pantene, Head & Shoulders, Garnier
Competitive Challenges:
• Competitors like Garnier and Sunsilk offer highly recognizable and contemporary bottle designs.
• Vatika was lost in the clutter due to dull graphics and ordinary structure.
Lokusdesign’s Strategy:
• Introduce bold and differentiated forms.
• Align packaging with brand values but break category stereotypes.
4. Consumer Insights
Target Audience:
• SEC A & B, 18–35 years, urban male and female
• Regular shampoo users (entire family) and those seeking targeted scalp care
• Motivated by natural products, effectiveness, and aesthetics
Buying Behavior Drivers:
• Shelf presence and form appeal
• Association with safety and performance
• Packaging that feels premium, clean, and confident
Psychographic Segmentation:
• Regular Shampoo Users: Value softness, shine, bounce, and everyday usability
• Dandruff Control Users: Seek relief from scalp issues and confidence in social situations
5. Packaging Structure & Graphics
Structural Design Objectives:
• Introduce asymmetry and curvature for shelf distinction
• Enhance volume perception through tall, confident forms
• Ensure bottle stability for high-speed line filling
Key Features Introduced:
• Unique cap designs integrated with the bottle form
• Soft, feminine curves for regular shampoo; bold, structured forms for dandruff control
• Differentiated materials: gloss finish for regular, matt finish for dandruff control
Graphics & Visual Identity:
• Natural cues: Ribbed leaf textures, green hues
• Label space optimized to highlight branding and variant info
• Premium detailing using translucent caps, curved transitions and non-glossy finishes
Technical Considerations:
• HDPE and PP materials used for durability and form
• Shrink sleeve and label-friendly surfaces
• Designed for various SKU sizes: 25ml to 500ml
6. Results & Impact
• Achieved greater brand visibility and distinction in modern trade shelves
• Reinforced Vatika’s herbal equity with a bold, contemporary design
• Enhanced consumer perception of quality and efficacy
• Improved form-to-function integration, making packaging a key differentiator
7. Conclusion
Lokusdesign’s comprehensive approach to redesigning the Vatika Shampoo bottle resulted in a packaging solution that balanced natural cues with modern form. The transformation helped Dabur reposition Vatika as a premium, contemporary, and effective offering in a competitive haircare market.
