a new label for manly grooming
work done at Itu Chaudhuri Design / role creative direction, design, production supervision / client McNroe
/ awards & recognition
CII Design Excellence Awards 2019
Best in Visual Communication: Packaging Graphics
Wild Stone is amongst the leading mens’ deodorant brands in India. For the past 10 years, it had been known to promote the idea of dangerous liaisons with its unabashed use of provocative imagery and their iconographic scratch marks at the forefront of their promotions and packaging.
With aspirations to expand its offering to include a range of grooming products, the brand was looking for shift in its overtly sexual image which was posing to be a deterrent for wider adoption. The intent was to present a more urbane version of male attractiveness, where being well groomed is seen as an extension of sociability and charisma—representing a huge shift in image for the brand.
smart not formal, bold not aggressive, understated not dull
The new packaging is identified by a torn label, a graphic device signalling sophistication, with a twist. An incidental tear on its edge brings in a sense of spontaneity. The large, expressive scratch marks are reduced to a faint marker creating continuity for existing loyalists. The label also guarantees a safe zone for the brand, leaving each individual product or variant, free to assume any imagery it needs.
partner in charge Itu Chaudhuri / creative director Richa Bhargava / design Aashim Raj, Archie Pareek, Niloy Kundu, Prashant Gaikwad, Sonal Singh / production supervision Aashim Raj, Niloy Kundu, Prashant Gaikwad, Richa Bhargava