Independent concept
Ritu
Skincare that changes with India's six seasons.
The brief
Skincare sold in India is mostly built for a climate with four seasons, or one. Skin here goes from dry heat to monsoon humidity to winter in a single year.
The brief was a brand that makes that change the reason to buy, and an identity that can grow from one product to a full range.
The ideaOne routine for each ritu.
The traditional Indian calendar has six ritus, or seasons. The range launches with four formulas, for the seasons that change your skin the most: Grishma, Varsha, Sharad and Hemant.
Each season gets its own colour, set as a band across the lid. The jars stay identical, so the system grows by adding a colour, not by redesigning the pack.
Identity system
Logo, palette and type: the parts every application is built from.
ALogo
BPalette
- Leaf#C9D3BD
- Moss#2F3A2B
- Grishma#D98E3A
- Varsha#3F6B5A
- Sharad#B9A26A
- Hemant#6B5B4B
CType
- DisplayInstrument SerifWordmark and season names
- TextInstrument SansLabels, site, ingredients
Applications
The system at work, on every surface it lives on.
01 / 03Jar system
02 / 03E-commerce
03 / 03Unboxing