Beyondesign

Mumbai, India
www.beyondesign.in

In the cosmetic and personal care industry, the common strategy for a product range like Dashing Diva is to create a "pretty packaging" that is soft, smooth, and traditionally feminine. The beyondesign designers went in a different direction. They wanted to create the personality of the new, modern diva, dealing with the changing times while doing so with the wonderful grace of the ultimate and compelling woman. They felt the brand personality must be delivered in substantial style with minimalistic design. The result are strong edgy structures with delicate sensuality and sheer shades with stark contrasts that reflect the contradictions of a modern diva.

"Beyondesign has a mantra for all that they create—It must be Visual. Unique. Compelling. Unforgettable," says beyondesign founder and principal Bhavika Shah. "With everything visual being our forte, they have a style that is ever-changing and yet constant in certain criteria. " Shah explains that the design must always be'beyond'—beyond equilibrium (just a bit off centered), beyond chaos (lots of empty spaces), and always beyond visual (it must invoke something non-tangible).

Beyondesign designed the packaging as a symbolism of the multifaceted modern urban female —an individual with great charisma and confidence as well as a refined grace and femininity. The result was a more urbane, edgy, even masculine design using silver Tetra Paks and accentuated with striking high contrast paintings of exotic and sensuous flowers.

Beyondesign called the series SINSATION, where the use of the word sensation ensures that the brand speaks of the element of touch while the word sinful gives the range a mysterious and sensuous appeal. With a sonorous feel, the name is easy to pronounce, and being a combination of two actual words, it possesses high recall potential.

The Body Massage Oil is in a dull silver Tetra Pak adorned with a high contrast painting of an orange flower, and the strong colors and sinuous lines of the flower add exotic appeal. The package comes with a smooth black application brush that is affixed to the front of the product. The brush can be removed and attached to the inside of the Tetra Pak cap.

The Hand Veneer silver Tetra Pak has a high contrast painting of a bright pink flower, giving it a soft and feminine feel without being kitschy. The long, slim tube gives the package a sleek look and enables easy grasping. With a simple squeeze application, this tube will enable the user to squeeze out every last drop.

The Metamorph Corrective Coat's Tetra Pak is adorned with a contrasting painting of a bold green bamboo leaf symbolic of strength, sharpness, and smoothness. By using a Tetra Pak instead of a convention bottle, we have ensured that the product is not only unbreakable, but it is easy to carry and allows for complete use.

The Tailor Fit nails box has a dull silver metallic finish and a shape much like a feminine version of the toolkit for this product, embellishing it with a strong contrasted blue flower branch. The box cover has a simple lift-up function, while one side of the box showcases the nails behind a transparent encasement.

The style of creating communication with the customer by writing to them on the front panel of the package is a concept that is yet to be explored in the cosmetic and personal care industry. The sardonic style of prose delivery here, which goes against the convention of appeasing or flattering the customer, will guarantee her appreciation for tongue-in-cheek yet totally relatable humor, while instantly building a conversation with her and insisting on purchase, using the colloquial strategy of telling the customer: "See the error of your ways. Spoil yourself."