Bizongo, a leading Indian digital supply chain system for auto-replenishment of packaging, which also designs and develops packaging solutions has announced the unveiling of the new brand image for FMCG major Sesa’s haircare range and hand rub. The reimagined branding is futuristic while playing to Sesa’s core strength of manufacturing modern products based on centuries old ayurveda. The new premium packaging widens Sesa’s reach in the affordable luxury category and extends the brand life without needing a revamp anytime soon.
The new Sesa logo exudes modernity inspired by the contours of the natural form. The new logo is a combination of stylized semi-serif for the wordmark ‘Sesa’ and san serif (Helvetica) combination for sub-category. The use of a Helvetica-style typeface makes the copy on the packaging appear crisp and legible, further demonstrating Sesa’s commitment to making relatable consumer products.
Commenting on the new brand identity, Sachin Agrawal, co-founder and COO of Bizongo said, “I am delighted with the new brand identity that Bizongo’s in-house design team created for Sesa. It fulfills the challenge of retaining aspects that made it such a popular product while including changes in the logo and packaging design to make it more aspirational. The new design is more sophisticated and contemporary to target younger consumers and serve the product well even in export markets without losing its unique personality.”
Meanwhile, green was introduced as an important color to cue in the natural aspect of the product. The icons were redesigned with a similar visual style. The blend of organic and ornamental elements conveys Sesa’s roots in natural ingredients and age-old Indian tradition. The design styling communicates credibility and confidence, while the colors bring natural cues, trustworthiness, and approachability to the brand.
“Sesa is a heritage brand that enjoys strong recall and loyalty in the ayurvedic anti-hair fall segment. As we expand our portfolio and enter into newer segments, reimagining Sesa was key to appeal to a wider set of audience. Bizongo has played a pivotal role here with their work on Sesa’s brand identity and packaging solutions.”, said Ashish Bhargava, chief executive officer of Sesa Care.
Sesa+ Ayurvedic Strong Roots Oil
Bizongo conceptualized and designed the Strong Roots Ayurvedic Hair Oil sub-brand identity and packaging for a premium experience. It is an ayurvedic mixture of 26 natural herbs and 6 essential oils. It was designed to appeal to the middle class and upper middle-class consumers to widen its reach.
The traditions of ayurveda and goodness of natural ingredients were to be highlighted through graphics. The color palette with pastel green and brown gives the brand an elevated feel in the category. Green symbolizes natural aspects whereas brown connects to the earth. Key propositions of the ‘Banyan tree extracts’ were highlighted through blown up print enhancements over the label. Imagery of the ingredients were composed over a jute mat to give an ayurvedic look and feel.
Strong Roots Ayurvedic Shampoo + Conditioner
Sesa was looking to add a new product under the Strong Roots portfolio. Similar to the Sesa+ Strong Roots oil, the shampoo is made from 26 natural herbs. The intent was to highlight the natural aspect of the shampoo, hence the colors green and brown were used for the bottle. The imagery showcases the key ingredients of the shampoo with drops of water to bring in freshness. The transparent label with gold foiling adds a premium feel to the product. The USP of the product was highlighted through icons and print finishes on the front of the pack.
Sesa Ayurvedic Hair Oil
The focus was on creating a balance for the design to be modern yet traditional, clean yet detailed and to work wonders in both mass and premium markets. The result was a cleaner pack, optimizing the use of existing design elements and introducing new icons for the product claims such as 100% natural. The print enhancements were explored in a way to highlight primary information and callouts while retaining the identity and ‘Sesa Lady’ on the label.
Sesa Liquid Hand Rub
The overall visual was designed keeping in mind the category, the target audience, and easy communication of the product attributes. The project was a quick turnaround of 48 hours and focused on keeping the design clean and minimal while communicating the product usage and result instantly. The color palette chosen was in accordance with the colour of the product and the colors that dominate the hand-care and sanitizer category. Blue is a color dominant in the hygiene category and the transparent nature of the liquid ensures the communication of cleanliness and purity. Addition of green ensures connection with the natural aspect of the brand Sesa.
Shield like form-play validated the protection aspect of the product which coherently displays the virus/germs being killed to not only calm a panic audience about current living with covid-19.
