OZiva

OZiva x Plus One Design

GRAPHIC, PACKAGING DESIGN

Agency/Studio

Plus One Design, Mumbai

Project Duration

2 months

Design Director

Gautam Patil

Team

Kishore J K
Nidhi Karnik
Sasha Pereira
Gauri Salaskar

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Brief

Oziva recently launched their advanced range, featuring Hair Growth Serum and Hair Growth Capsules. However, the advanced range design appears disconnected from the base range, making them look like two distinct brands. The objective is to create a unified design language that bridges both ranges, preserving their unique attributes while ensuring they feel part of the same cohesive brand family.

Positioning

As a pioneer in the clean, plant-based wellness category, Oziva has established itself as a leading brand promoting a healthier lifestyle with its innovative offerings.

Competitors

Himalaya Wellness and HK Vitals

Limitations

Despite its initial success, Oziva has struggled in recent years due to high competition. The brand has failed to evolve on a design level, leading to packaging that lacks a premium feel. Moreover, the communication of product benefits is unclear, and the brand’s visual identity is perceived as being too similar to its competitor, Himalaya.

Redesign

To address these challenges, Oziva aims to reimagine its brand image and create a revolutionary design that reflects its pioneering status and enhances its market presence.

Project Goals

Analyze Current Packaging
Evaluate the existing packaging of both the base and advanced ranges to identify gaps and areas for improvement in unifying their visual identity.

Master Design Concept

Developing a master design that harmonizes the brand’s diverse product range, starting with the transformation of Protein Herbs for Women (Pouch) into a Natural Plant-Based Collagen Box. Subsequently, extend the design to include the Hair Vitamin Capsule product.

Product SKU’s

1. Hair Vitamins
2. Protein & Herbs
3. Collagen Builder

Design Guidelines
(The new design must):
1. Exude Premiumness and Excitement
2. Communicate a sense of Power and High Efficacy
3. Clearly highlight product benefits
4. Enhance Flavor Appeal through vibrant visuals
5. Maximize Shelf Impact

Exisiting Design

Moodboard

Packaging Architecture

Architecture Exploration

Old Logo

New logo with colour

New logo with new gradient colour

Key Visual Exploration

Sketch

Round 01: Hair Vitamins, Protein & Herbs, Collagen Builder

Round 02: Hair Vitamins, Protein & Herbs, Collagen Builder

FOP & BOP – Collagen Builder/Vegan Collagen (Bottle)

FOP & BOP – Hair Vitamins (Bottle)

FOP & BOP – Protein & Herbs (Pouch)

Mockup

Phase 01: FOP Final Design

FOP – Vegan Collagen (Bottle)

FOP- Hair Vitamins (Bottle)

FOP- Protein & Herbs (Pouch)

3M – VAS Visual Attention Results
VAS is a neuro- and data science-based tool that predicts how designs will be seen in the first 3–5 seconds with 92% accuracy.
It acts as a “visual spell check” to help designers ensure key elements attract attention.

Client feedback

Client feedback- Phase 01
They found the font of this design option extremely good but need some better fonts.

Collegen Builder

They felt that this better than option 3. They felt that is a great space to look into for the pack. However they felt that the efficacy and science in this pack looks weak. Also they asked if we can dilute a bit more without losing variating in the packs.

Hair Vitamins

They mentioned that the capsule should be green. Also the capsule should be titled preferably to the right (clockwise) and we can also consider a half broken option for design exploration . Dial up the efficacy and science. Typograph should be bigger.

Protein & Herbs

The circular concept of this design was well appreciated especially for its potential in flavor differentiation. The client also said that the circle is preferred over the flavor bar for this reason.

PHASE 02

Typeface Exploration

Selected Typeface Exploration

Phase 02: Key Visuals

Protein & Herbs – New pack

L: Old Pack, R: New Pack

Client feedback- Phase 02

Fonts
Try fonts which are not manly shows elegance but
performance– not curvy or bold.

Ingredient Visual
Replace chocolate with ingredient visual of ingredient. Needs to aesthetically look good pick up good ingredient.

Benefits
Remove 5g shatavari & cinnamon. Three thins which want to highlight by giving more space.

Points
1. Protein & Herbs – Try without clinically dosed written.
2. 23grm Cold Processed protein change the font of clinically dosed.
3. Clinically Dosed more expert tone.
4. Try to add a patch of gold somewhere may be on
clinically dosed patch.
5. Also one try without clinically dosed – this will be cleaner.
6. Important- Change the colour green.

Action to be taken

1. Green Colour to be more poppy.
2. Change benefit from “Radiant Skin” to “Youthful Skin” or “Anti-Aging” so people understand and pick up. Radiant people are not picking up.

Flavour over Ingredient
Ingredient to be the hero of the pack and not the flavour.

Reduce Clutter

1. Reducing the font sizes of 500mg/40G.
2. Exclude “No Artificial Sweetener” from FOP and instead put it boldly on BOP. Unlike WT’s philosophy, which focuses on “No Nasties” first, our approach highlights ingredients is our core.

Enhance Premium Look

Add a gold or silver element (e.g., line, band, or tint) to the pack. Focus placement on areas like ‘Vegan Collagen’, ‘Oziva’, or ‘Clinically Dosed.’ Checked the packs which scored high in premium testing, common
pattern – TRESemmé, Indulekha, and Lifebuoy (new pack) with metallic highlights for appeal.

PHASE 03

Pointers

1. Whole new architecture design
(Refer to new age designs of the category)

2. Re-think architecture without touching logo.

3. Change of green (make more poopy and natural) + Find way to increase green on pack without compromising on the white ratio (white color cues scientific).

4. Font and visual can be rethought as per new architecture.

Enhance Premium Look

Add a gold or silver element (e.g., line, band, or tint) to the pack. Checked the packs which scored high in premium testing , common pattern.TRESemmé, Indulekha and Lifebuoy (new pack) with metallic highlights for appeal.

Typeface
Classy, Premium and Clinical.

Key Visuals
Key visual should be 30% or more.