St Botanica
Re-envisioning the brand for a science -led market.
ABOUT
St. Botanica offers a curated range of premium hair care products that use the power of science to extract bio-actives, nature’s most potent concentrates to give you hair that is healthy, strong and beautiful.
ROLE
GAS was involved in designing the rebrand, repackaging and creating a digital campaign kit to launch St. Botanica as a science-led product. The brand was positioned as an aspirational product with a majority market for tier 2 Indian cities making its foray from online sales to retail stores.
From glamour to
science-led. Re-branding for a new segment.
BEFORE
AFTER
Identity Design
St. Botanica was bought by the Good Glamm Group, who wished to re-position the product for a new segment. The brand needed a distinct look to succeed in a science led market moving it away from its earlier identity.
With the new logo we adapted the identity for a science- led product keeping the overall logo construct similar.
Typography : We adapt the existing typeface, making it more open, bolder giving the logo a starker presence.
Brand elements : We supplement the two elements of the original logo with the nature’s leaf and droplet along with science’s periodic blocks that play a more active role in the visual narrative of the brand.
Colour : We moved from black to a deep blue as a primary brand colour. A gold accent introduces an aspirational tone.
Creating the strapline for the new brand and defining the logo mark.
“Nature elevated by science.”
Moving the product from “glamorous hair” to cater to a more discerning client came with the need to emphasise more on the formulation and new intent of the product, enhancing the power of natural ingredients using science.
The “periodic table blocks” are representative of the formulation which relies on both - Nature and science.
BRAND CODES
With the new positioning for St. Botanica as a science-led product, the identity focuses on the claim, using science to elevate the efficacy of nature. The “periodic table blocks” are representative of the formulation which relies on both - Nature and science, each adding value to the other. These create the the brand’s codes | Nature & Science, Derive & Elevate, Ingredient & Benefit, Proof & Product.
Ingredient and Bio-Actives
For a hair care product, it was important to create a system to introduce the product ingredients and their “bioactives” - the product and its proof.
A bioactive is a potent extract from a natural ingredient. The ingredients would always be depicted in a science apparatus and not by themselves.
> Example: The Moroccan Argan Conditioner with bioactive Omega 3 & 6.
Product Ranges
Each ingredient is assigned a colour that defines the product range. Key visual distinguishable from the next. Each natural ingredient will always be depicted in a petri dish in the world of St Botanica.
Re-packaging the products.
Packaging Design
When re-packaging, we needed to ensure the re-design did not alienate the brand’s existing audience. The brand was clear after seeing multiple design routes that they did not wish to move the needle too far. The product needed to retain its earlier bottle shapes and colour. We innovated on a visual system to accomodate the new science-led look and feel for the brand’s new segment.
Right : Moroccan Argan - The brand’s hero product
SKU’S
Each ingredient is assigned its own colour. Moroccan Argan, yellow, Collagen, pink while charcoal brings in black making each SKU distinguishable from the next. Each natural ingredient is always depicted in a petri dish in the world of St Botanica.
We wished to make the design more systemised and easier to adapt than the original packaging.
Launching the brand
We directed and planned a month long campaign featuring Kareena Kapoor Khan as the face for St. Botanica.
We worked to create over 20 video and static assets as part of the brand’s targeted digital campaign.
GAS directed and produced all the content alongside working on the brand identity and packaging design for the product.
> A video where Kareena explains what bioactives are.
The brand required video content to run as part of the launch campaign for St. Botanica. G.A.S. conceptualised and produced the video bank. The brief required bytes, short format, easy and relatable content for the core consumer base.
< “In the Hair Chair with Kareena Kapoor Khan” was a behind the scenes video scripted as an all hair related interview of the ambassador.
Go behind the scenes with GAS &
St. Botanica.
We worked to create over 20 video and static assets as part of the brand’s targeted digital campaign.
GAS directed and produced all the content alongside working on the brand identity and packaging design for the product.
> A video where Kareena explains what bioactives are.
Social palette
For social media, we suggested clean images and templates that highlight the ambassador, rich textures of formulations, introductory compositions to talk about ingredients that create the proposed palette across the brand’s social feed.
Preparing the brand for PR and offering POSM solutions to the St. Botanica team.
For the brand and for the launch, we created mockups of PR kits, POSM and retail extensions of the brand identity giving the St. Botanica team an idea of how the brand elements and communication could be extended into a physical space. The brand blocks could be used more functionally adding a play to the way the logoform unfolded across its usage.
CREDITS
Design Studio : GAS
Design Lead : Priyanka Chaurasia, Devashish Guruji
Design Team : Purna Srivastava, Pratik Doshi, Omkar Yelikar
Agency : GAS
Production : GAS
Photography : House of Pixels, Vaishnav Praveen
Video : Lawrence Da Cunha
BTS : Ekaansh and Vishal
SOLUTIONS
Communication Strategy
Re-Brand
Packaging Re-design
Design language indicators
Campaign planning + design
Production
Campaign Roll-out
PROJECT
The Good Glamm Group
2022
Beauty, Wellness