At the time that I joined the Godrej SA Family the Renew Baseline brand was in the process of undergoing a rebrand in order to create a fresh new look and to be more appealing to the target market with the aim of increasing market share. This was handled by an external agency but once the artwork was completed by them the marketing department and business heads felt that the back and sides of the pack were underutilized.
I was briefed to conceptualise and update the back and sides of the pack. I changed the hair colour swatches to make them bigger and to stand out more, and I also updated each pack with a mood board style design to match the colour palette of the pack and to tell a visual story of the consumer that might use that colour. Lastly, I did some updates to colour correct the hair and swatches on the models.
I also assisted with an FSU design. This, as well as the Inecto Plus range which launched around the same time, was the first time that I ever got to see any of my design elements out in the market.