Ujala
Refreshing a Household Icon for Modern Retail
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Kanchize Design Studio had the opportunity to refresh the packaging of Ujala, a trusted household brand that has been a part of Indian homes for generations. The objective was to modernize the visual identity, improve shelf impact, and communicate multiple product benefits more cohesively while retaining the strong brand familiarity consumers associate with Ujala.
Our Creative Solution:
Concept:
We developed a vibrant and balanced packaging design system that amplifies performance, freshness, and visibility:
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Enhanced IDD Device:
The multi-colour IDD element was amplified to create a stronger focal point and reinforce instant dirt-dissolving efficacy.
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Dynamic Swoosh Graphics:
Flowing swooshes communicate effortless washing, cleanliness, and product performance. Floral Freshness cues fresh floral elements were integrated into the primary visual area to highlight fragrance and freshness benefits.
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Cohesive Visual Architecture:
Product benefits, brand assets, and imagery were carefully orchestrated to create a harmonious and easy-to-navigate design.
Colour Strategy:
Ujala’s iconic blue was retained and enhanced with vibrant accent colours to improve energy and shelf standout.
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Impact & Results:
The refreshed design delivers stronger shelf visibility, improved benefit communication, and a more contemporary brand expression while preserving Ujala’s trusted heritage.
