Featured IBDA 2023

Reimagining Health: Dabur Himalayan Shilajit Awarded India’s Best Design Project 2023 for Packaging

Dabur embarked on a transformative journey to reimagine Shilajit by introducing it in resin form, departing from the traditional capsule format. This innovative repositioning aimed to shift Shilajit’s perception from an aphrodisiac to a health supplement that promotes healthy ageing. Central to this endeavour was the creation of ultra-premium packaging that exudes luxury and stands out in a crowded market.

A Strategic Overhaul

The transition from capsules to resin required a strategic overhaul in packaging to convey the product’s premium quality. The brief was to design a packaging solution that not only reflected the product’s high value but also broke away from conventional designs in this legacy category. The goal was to draw inspiration from the aesthetics of super-premium watches and high-end alcoholic beverages to convey quality and exclusivity.

Standout Packaging

Several key differentiators were incorporated into the packaging design to achieve these objectives:

  1. The packaging prominently highlights the high-altitude origin of Shilajit, sourced from over 20,000 feet in the Himalayas, emphasizing its purity and exceptional quality.
  2. Departing from the traditional gold, the new design uses metallic shades of black and blue. Black symbolises the essence of Shilajit and blue signifies its rich mineral content, creating a modern and relevant visual identity.
  3. Moving away from the commonly used cubical packs, the cylindrical design offers a unique and sophisticated look, setting it apart from competitors.

Project Impact

The innovative packaging has significantly impacted Dabur’s Men’s Wellness portfolio, contributing an incremental 4% to the topline over the past four quarters. In the e-commerce segment, the product has captured a substantial 25% share of the men’s health business.

The packaging’s disruptive design not only distinguishes the product in the market but also resonates with consumers on an emotional level. The premium touch and feel are complemented by a unique golden spoon for pouring, enhancing consumer experience. This attention to detail reinforces the product’s premium positioning, fostering a deeper connection with consumers.

Dabur’s reimagined Shilajit in resin form, coupled with its innovative packaging, sets a new benchmark in the health supplement market. The design effectively communicates the product’s premium quality, supports its repositioning, and drives substantial business growth, showcasing the power of thoughtful packaging innovation.

Credit: Dabur India Ltd. Design Studio