Packaging Design | User experience design | Photography
Secondary packaging for a
shampoo sampling experience
Moxie Beauty is a disruptive hair care brand that was born out of the need for products to be tailored to Indian hair types, habits, and weather - which global products never are. Each sample has a 15 ml Shampoo that will be sent with other products on quick commerce platforms. The goal was to address 2 key challenges: first, to motivate consumers to use the product rather than leaving it untouched; second, to create a lasting impression through the sampler that authentically reflects the brand's identity.​ This packaging concept (Untangle the truth) was selected in the first list of Kyoorius Young Blood awards 2024. See it here.
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​This project utilizes the packaging as not just a container to hold the shampoo and talk about another new brand but more than that, as a medium that untangles the truth and cleanses the misconceptions
in your mind, to help build your trust in Moxie. After all, aren’t you tired of trying countless different shampoo brands only to realise that your hair isn’t improving at all? You may even end up believing that your hair is the problem, but it’s not. It’s now time to get to the root
of things and learn the truth that you deserve to know. Moxie helps you understand the true potential of your hair, and embrace your natural beauty.
Instead of directly talking about the brand, the packaging talks about you, to you, building curiosity and connection.
Making you understand the root of your problem helps you identify
Moxie as your solution, instead of forgetting about the shampoo bottle.
Pulling the box untangles the frizz. These interactions and notions visually create a lasting impression and makes you read throughout.
A handwritten letter personalizes the experience and uncovers a vital piece of information about Moxie.
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​Each interaction with the packaging reveals a new piece of information, leading you to the next step, much like a conversation. The information is not only described textually but in an interactive, visual manner to leave a lasting impression. The overall tone of the design helps personalize the experience for each individual who opens the box. By presenting information in this way, we encourage you to read through the packaging instead of carelessly taking the product out. The box can also be reused to store small items like jewellery. The hair strand illustration, a key element of Moxie’s brand identity, is extended throughout the packaging.
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Information about Moxie and the shampoo sample are revealed in the end after establishing a personal connection and trust with you. The box can also be reused to store items like jewellery
Concept 1 - Untangle the Truth​
Moxie note
Internal box outside
Internal box inside
External box outside
External box inside
Concept 2 - Bounce Back
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A curl is one of the most free and bold forms, refusing to be forced into something it is not. It always springs back to its natural shape.
Many of us try to tame our frizzy, wavy, or curly hair, wishing it looked like the glamorous hair in TV ads. All this time, we’ve been blinded by the stereotypical portrayal of straight and non-textured hair as beautiful. To achieve this, we’ve unknowingly inflicted so many crimes on our hair. But it’s never too late to rectify these
mistakes. Your beauty lies in embracing your natural self!
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Based on the playful nature of Moxie’s identity, the packaging gamifies information. This helps capture the attention of people and educates them about what is harmful to their hair. Making
people recognize and identify the problem instead of dismissing the shampoo sample as another deceptive brand. They can now identify Moxie as a solution to their hair concerns. The packaging is extremely cost effective, its net fits on almost half of an A-4 sheet, and requires no glue.
The packaging simply uses two horizontal cuts on a thick paper of 250 gsm, that latches the sample onto the sheet securely.
Process
The final
Moxified design!
Gamification of the information helps people
identify the problem instead of dismissing Moxie
as another deceptive shampoo brand.
Once the need has been recognized by the customer, we offer them a solution that they can trust.
The form of the brochure mimics a curl/ wave which gives people a sense of the brand even before they try the sample.
Even upon removing the sample, there is nothing that Moxie tries to hide in fine print.
Packaging
moodboard
Understanding Moxie's tone
of voice and visual language.
Brainstorming
Test prints
User testing & feedback
Prototyping