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CONTEXT
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Bringing a New Meaning to Everyday Fragrance
Many Ranges. One Recognisable Signature.
Sugandh Lok set out to change how incense is perceived — from a traditional household product to a contemporary fragrance experience. With an extensive portfolio spanning different fragrances, formats and price segments, packaging became central to this shift. The challenge was to give each product range its own appeal while building a recognisable brand presence across an increasingly diverse catalogue.
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FMCG & Lifestyle
Brand System, Packaging, Website, Photography,Digital & Store Experience, Collaterals
150+ Skus Designed | 10+ Ranges | Master Brand-Led Packaging Architecture
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ROADBLOCKS
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Fragmented Identity Across a Large Portfolio
Limited Distinction Between Product Ranges
Traditional Packaging Lacking Contemporary Appeal
Balancing Range Individuality with Brand Consistency
One Brand, Too Many Disconnected Identities
With a portfolio spanning multiple fragrances and product formats, Sugandh Lok faced a complex packaging challenge. The existing designs lacked consistency, making the catalogue feel fragmented. Each range needed its own identity to appeal to different consumers, without losing its connection to the master brand or compromising the premium positioning.
Fragmented Identity Across a Large Portfolio
Limited Distinction Between Product Ranges
Traditional Packaging Lacking Contemporary Appeal
Balancing Range Individuality with Brand Consistency
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APPROACH
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Many Personalities. Endless Possibilities.
Master Brand Packaging Architecture
Built a structured design system connecting every product range to the Sugandh Lok identity.
Distinct Range Personalities
Created individual visual directions for Signature, Vogue, Ministicks, Sambrani Cups and other collections.
Fragrance-Led Visual Storytelling
Used colour, imagery and graphic elements to express the character of each range.
Designed for Portfolio Expansion
Established adaptable packaging principles to accommodate new fragrances, formats and future product launches.
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FINAL OUTCOME
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A More Desirable, Easier-to-Navigate Fragrance Portfolio
The packaging transformation brought order and personality to over 150 products. Each range gained a distinct character, helping consumers navigate the portfolio while recognising the brand behind it. Contemporary design cues elevated its shelf appeal, and a flexible packaging architecture made it easier to introduce new collections without starting from scratch.
Easier Discovery Across Product Ranges
Elevated Incense Shelf Appeal
Range Individuality, Brand Consistency
1.5x Sales across india
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TRANSFORMATION
Making Every Fragrance Part of a Bigger Story
For Sugandh Lok, the goal wasn't to make every pack look alike. It was to create a family of products where each fragrance had something different to say. From everyday incense to more elevated collections, we gave the portfolio the structure, expression and attention to detail needed to take traditional fragrance into a more contemporary space.
In Client's Words
What the client valued most was our ability to give each product range its own personality while keeping the larger brand intact. The vibrant colours, intricate design elements and attention to detail were particularly well received, with the packaging earning appreciation from consumers too.
Brand in Action
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