Crafting a unique brand identity and packaging design for Biker's complete range of men’s grooming products.
Grooming needs of Bikers are unique and different from general men’s grooming. Along with being fit for daily use, Bikers are looking for long-lasting freshness, style and confidence to be restored even after their long riding adventures.Cavinkare approached us to create the brand identity & packaging design language for Biker’s unique range of products.
A biker stands to the testimony of trust, perseverance and a winning attitude. This is exactly what the brand identity needed to resonate as well. Bringing the consumer to the central focus, the Biker’s identity combines characteristic forms of a bike with a bold sans serif font, to create a modern day identity. The type is enclosed in almost a shield like unit that stands for the ultimate protection and care that the brand offers to its consumers.The metallic hues further resemble the accents of a bike, adding that attention to detail, to create an identity, that is the all encompassing solution for bikers today.
With the goodness of natural ingredients, these specialised products target the obstacles faced by bikers and give them ultimate long-lasting results to keep them driving through the day on wheels.
These very specific results brought about by the carefully selected natural ingredients became the heart of each offering from Bikers. The packaging architecture developed, extends the shield-like element from the identity to convey the underlying story of ultimate protection. The 'V' of the shield holds the ingredients giving them a place of glory on the packaging. Careful colour coding of each variant to meet category cues and yet present its own unique offering was of utmost importance. Metallic accents and small details like the 'wings' on either side of the product name carried the 'Biker story' forward, throughout.
The design was crafted in a systemic way, making the translation of the design to any SKU or variant seamless. So, when it came to extending the packaging architecture to the shower gel category, the extension came across intuitively. Retaining the essence of the architecture and establishing a unique identity for the category of shower gel became the primary challenge. The hero ingredients for the shower gel range were more abstract making it important to depict each of them aptly visually. The bottle itself being transparent, the substrate for the label was also a clear label designed in a way to utilize the transparency and yet ensure that all the information was clearly legible on all the surfaces.
The next challenge was foraying into the beard care category. The category came with its own set of nuances in terms of color codes, visual representation of a bearded man and unitized stylization of communication. An evolutionary extension of the architecture to suit the category cues and yet have distinctive features to help it stand out in comparison to the competition. A shield unit with a unique beard man was created to extend the ‘V’ architecture and become the recognizing factor for the beard care range. Holding units for the hero ingredients were added as a natural extension of the core architecture. Minimal silver accents were added to elevate the premium value of the range.
All the products came together to create a brand that is dependable, a brand that understands the needs of its audience and a brand that stands for the Biker's attitude of togetherness, hard work, trustworthiness and of course, undying adventure.
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