opting for the best fit
Bigger Branding
Bigger Branding
Bigger Branding
Bigger Branding
Fit & Strong Form body
Fit & Strong Form body
Fit & Strong Form body
Ayurvedic Connection
Ayurvedic Connection
Ayurvedic Connection
Ayurvedic Connection
User can dispense the chyawanprash directly into their mouth, bowl, glass of milk or kid’s mouth according to their requirement and preference, eliminating the need of another spoon.
Suitable for Bachelors as well as Family Lifestyle & consumption
User can scoop the chyawanprash from this spoon just like a normal spoon.
One hand usage
Delivering hygienic, easy & faster functionality was a key requirement. This new dispensing spoon ensure users to appropriately & neatly scoop a preferrable serving of chyawanprash and dispense it in a mess- free & faster way.
The spoon will be sold as a part of combo pack with the container to attract customers. Containers without the spoon will also be available, so they can reuse the same durable spoon for future purchases, saving on wastage and cost.
changing
consumer
behaviour
Stand-Out Branding Area
The concept for the Chyawanprash container is inspired by the traditional mortar and pestle. The container's design mimics a mortar, while the threaded lid acts like a pestle. Opening the lid by rotating replicates the grinding action, unveiling the Chyawanprash inside, connecting to ancient methods.
People can strongly relate ayurveda with mortar and pestle , which helps them form a stronger connection with Ayurveda and the preparation of chyawanprash.
Format-2
Larger Packs (500gm / 1kg / 2kg) are used and shared among multiple family members and kept at home. It should offer the necessary durability and resealing capability to preserve the Chyawanprash and prevent it from spoiling over time. It could explore a new way of mess-free dispensing.
Format-1
Design Formats
Smaller Packs (single serving / 100gm / 250gm) could be designed as a promotional pack where it preferably eliminates the need of spoon so that it would attract new users to try out and people in a fast paced lifestyle to quickly get their daily dose of immunity without any hassle even when they are on the go.
Playing around the design of a spoon that is attached to the container and could dispense chyawanprash in a mess-free, hygienic way; eliminating the need of taking and washing another spoon everytime, could be a viable solution.
Format-1
Container Redesign (form & usability enhancement) + New Attached Spoon (functionality & design)
Container + Spoon
To Redesign Dabur Chyawanprash Packaging that appeals to our existing loyal customers (older demographic) and attracts new, younger audience by being hassle-free, easy to be dispensed and used in a fast-paced lifestyle while maintaining that classic feel of being the oldest and most popular chyawanprash brand in the market since 75 years.
Design Brief
Redesigning Dabur Chyawanprash packaging to attract new, younger audience and appeal to existing loyal customers of older demographic.
Dabur Chyawanprash
2024
Duration - 8 weeks
About Chyawanprash
Chyawanprash is a traditional Ayurvedic formulation that contains a combination of herbs, spices, and other natural ingredients. It is meant to be consumed to support overall health, boost immunity, and provide a source of various nutrients.
Chyavanaprash tastes sweet and sour at the same time. The taste is dominated by the flavors of honey, ghee and amla, and the smell by ghee and other spices including sandalwood, cinnamon and cardamom.
People mostly associate chyawanprash with GOOSEBERRY as it comprises 30% - 50% of the chyawanprash composition
1980
Plastic containers were used later, giving a feel of traditional medicinal and ayurvedic supplement showing rishi-munis in graphics & advertisement.
Targeting the kids and the old, the communication revolved around the daily boost of immunity
In 2000’s, the pack was changed to the current existing silhouette in a mix of white & red color. The brand repositioned itself as a ‘holistic health provider’ rather than immunity builder
2000
Dabur Chyawanprash was first introduced in tin packs
1949
It changed it’s graphics showing the phenomenon of ‘double immunity’ for the entire family through Dabur Chyawanprash targeting all genders and cutting across age groups.
2013
2007
There was a misconception among youth that it was only for kids and elderly for cold and cough resistance.
Hence,it positioned itself as a stress reliever and energizer for working adults with the tagline - Fit body, Active mind.
It also revamped the packaging boasting red in abundance which also signified activity and alertness.
Pack Evolution
Mostly bought in the areas of North & Central
250gm
Sales
General Trade
(Grocery/Pharmacy shops, Kirana stores)
SIZES (available in original flavour)
OTHER BRANDS IN MARKET
Offline + Online
Online
More than 80% Sales
Red pack has
Modern Trade
(Smart Bazaars, Hypermarkets)
E-Commerce
(Amazon, Flipkart, Bigbasket, Zepto )
500gm
950gm
2000gm
Most Sold
Chyawanprash is kept under the Adults health supplement section - a kid does not usually force parents to buy chyawanprash like they do for BournVita and other flavored drinks
Modern
Trade
Supermart, Hypermarkets
Dabur, Baidyanath, Swamala, Zandu, Patanjali, and Saffola were the most available chyawanprash brands in General Trade.
According to shopkeepers, people think that Baidyanath & Swamala are the most effective but Dabur is most popular and most sold, followed by Baidyanath, Zandu and Patanjai.
Kirana Shops, Medical Stores
General
Trade
It's mostly stored in the upper shelves, while everyday essentials are placed on eye-level shelves for increased sales, given their necessity. Chyawanprash is considered more of a preference than a necessity by people.
People mostly associate it with cold and cough, that’s why eat it in winters.
950gm size is mostly sold and bought by families. Small size (250gm) is mostly bought by students/bachelors.
User Preferences
“Most of the people like to lick the spoon clean while having chyawanprash”
Kids
Kids are likely to follow their parents' example. If they see adults in the family consuming chyawanprash, only then they’re willing to try.
Visual appeal matters to kids. They incline more towards sweeter and visually interesting packs & eatables
They don’t take it by themselves or ask parents to buy chyawanprash. Parents take a scoop and give it to kids.
Kids are messy eaters and chyawanprash being sticky, even makes the process more messy for kids while eating. They need a visually appealing pack that initiates mess-free eating.
If like the taste, they eat it anytime, like a energy booster/snack sort of thing But, they do not consume it everyday.
They might incorporate chyawanprash into their daily routines if it fits seamlessly, such as having it as a quick snack during a study/office break.
They skip eating it, due to the extra effort and hassle of washing the spoon afterwords and prefer something which is effortless to eat, specially when they live alone. They need a convenient, effortless and easy to carry packaging format.
Teens & Young Adults
Adults tend to incorporate chyawanprash into their daily health regimen, consuming it regularly to reap its long-term benefits.
Older adults often look for foods and supplements that support their health. They value chyawanprash for its potential to boost immunity, improve digestion.
Older adults would prefer chyawanprash in easy to open & easy to consume packs. They are used to seeing chyawanprash selling in a jar/container since childhood, which might move their preference for a container pack.
Adults & Old Aged
Directly consume from the container using spoon
Pair with milk
74%
26%
No
Yes
Sometimes
Reuse their chyawanprash container for storing other kitchen items after removing the label
47%
For easy access and reminder, many people prefer to store it in convenient locations like kitchen top, shelve, dining table, top of refrigerator or living room cupboard
Kitchen cupboard/Top
Top of Refrigerator
Living Room Cupboard
Dining Table
Usability
Too much pressure on finger while removing the side of the seal, If cut from knife/spoon/fork - the sides are left
Chances of a piece of foil seal falling inside the mixture, while tearing and removing the seal and going unnoticeable
Some people scrape off the access mixture from the spoon on the mouth of container - resulting in accumulation of chyawanprash on the side walls
After multiple uses, the mouth of the container looks dirty with the mixture sticking to the wall
The fingers get scratched by the side rim
The mixture sticks to the hand, fingers or inside nails, posing the need to wash hands after the usage.
User Journey Mapping
Activities
Touchpoints
Experience
Pain Points/Erros
Root Cause
Container, Lid, Both hands
Container, Knife, Hands, Foil
Container, Spoon
Container, Spoon
Container, Bigger spoon
Container, Lid, spoon, 1 hand
Container, Lid, spoon, 1 hand, mouth
Spoon, water, soap, scrubber, both hands
The lid does not open easily
Difficult to open by hand, pressure on fingers
Cannot remove side seal, if using a knife or sharp object to open
Mixture getting stuck on the side of rim & side walls - Gets messy
Fingers getting scratched by the side rim
Last remaining of the mixture is diff. to scrape & scoop
Cannot keep the used spoon back in the container
Opening Lid
Opening the foil
Scooping from spoon
Closing Lid
Consuming
Washing spoon
First time
Mid Usage
Last Usage
Post Activity
Pre Activity
During Activity
Greasy/sweaty hands
Lid was closed too tight last time
No texture/grip/matte surface
No affordance given to open
Sealed tightly on the side, to prevent leakage
A fear that the product will go bad and will get very messy
Mostly lick the spoon and eat
The inner circumference of the mouth is small & the color of the mixture is dark
It sticks to the side while taking it out or scraping off the access
🙂
🙂
😐
😐
😐
😀
😀
☹️
Chyawanprash - Thick & Tall Proportion, Vertical Profile, Circular Cross- Section, Characterstic/Traditional curve in the slope
Adult Health Supplements
Profile Study
PediaSure, Ensure, Protinex - Wide Proportion, Horizontal Profile, Elliptical Cross- Section, Straighter Slope
Better for Usability
Bournvita, Horlicks, Complan - Thin & Tall Proportion, Vertical Profile, Circular Cross- Section, Slight curve in the slope
Outcome
Modern form with a straight profile with slight curves
Overlapping
Overlapping the outlines of the all popular Adult Health Supplements
Overlapping
Overlapping the outlines of the popular Chyawanprash
Outcome
Ayurvedic & classic form with slightly tapered body and a bulge at bottom
Overlapping
" This project was part of my graduation project with Dabur India Limited. The designs showcased here were developed specifically for my academic requirements and differ from the final designs delivered to the company. "
Paper Mockup
Scraper Angle
(To understand working & mechanism - Not to scale)
Angular slider scraping chyawanprash from both sides of spoon
After Refinement
Ideation - Spoon Attachment
Integrated Spoon like Attachment
I experimented by cutting the front part of syringe in such a way such that we could scoop in like a normal spoon instead of filling in chyawanprash through plunger. But then it didn't dispense properly because it needs a closed space to create a vacuum to dispense it all.
The user can take this spoon, scoop that serving amount accordingly (1tsp for adult & 1/2tsp for kids) from the container and then dispense it in the mouth/bowl/glass by pushing the scraper directly or pushing the slider that pushes the scraper in front to dispense.
Standalone Spoon Dispenser
Push Dispenser
Refinement
Container Visibility & Form Usability
General Spoon Height : 15-18cm
Ideal Height of the container (considering scooping usability) <= 18cm
16cm
6.5cm
Atleast 8-10cm for easier access
Larger mouth diameter helps in easy scooping and reduce the mess
Top Diameter
The side rim decreases the top diameter
Shelf Visibility
Ideal Height to be easily visible on shelf : 15-20cm
(Protinex Height - 14cm) <15cm containers have less visibility on shelf in terms of branding
8-10cm
16-18cm
Slope & Proportion
Cross - Section
Most User-Friendly proportion
Curved slopes for better grip and scooping
Curved rectangle/square
Elliptical
Remind users of pedia sure and other adult protein health supplements
Better scoop ability for top
Circular
More stable
Tapering from top
Wide Top
Curved Trapezium
Ayurveda
Attributes
The tradition of Chyawanprash reflects the rich heritage of Ayurveda and its emphasis on using natural ingredients to promote holistic health and well-being.
BALANCED
Symmetry, harmony, visual weight distribution
DOMINANT
Strong, prominent silhouette with bold lines
DYNAMIC
Strength & sense of movement through dynamic transitions
TIMELESS
Classic design elements with elegant proportions
VIBRANT
Bold, vibrant colors
PROTECTIVE
Convey a sense of protection & security
Moodboard
Mortar & Pestle
Padmasana
Vrikshasana
Ayurvedic Massage Oil Vessel
Traditional
Kamandal
exploringraphics
Chyawanprash
7
5
years
Celebrating
New Combo Pack
The Spoon Cap maintains hygiene, protects from dust, and attaches spoon to the container, eliminating the need for immediate washing.
Angled Scraper
The Slider allows the user to slide the Silicone Scraper to dispense the collected chyawanprash.
The Spoon Cap design incorporates a hook that allows the users to hook/attach the spoon to the lid side ring.
The Side Ring on the Lid allows attaching the spoon and stackability of other containers on top.
Blow Moulded HDPE Container Jar + Injection Moulded Polypropylene Lid + Food grade Polypropylene (PP) Spoon Dispenser Body with Silicone Scraper Part and PP Slider Part
Dabur Chyawanprash
Combo Pack (with Spoon)
Dabur Chyawanprash
Dabur Chyawanprash
Combo Pack (with Spoon)
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