Bola Sociology Design

Lux: package design

October 29th, 2008

The concept behind the caleidoscope was developed in order to help Lux in its transition from a soap brand to a more contemporary cosmetic brand in the Indian market. The symbolism behind this element refers to endless possibilities and to constant changes - which reflect India’s current situation, transitioning between the traditional and the modern, under strong influence of the Western world. Indian women tend to reject the ideia of being labeled, and refuse to have to choose between traditional and Western aesthetics. This clash led us to select a colorful pattern, rich in symbolism, yet one that wouldn’t tend to any particular side. The color black was avoided, due to its strong rejection among Indian women. Furthermore, the packages had the challenge of not only being adequate to the aesthetics accepted by Indians, but, at the sime time, had to allow for possible future use in China and in Western countries.