Fátima

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Context

Henna is well-known for its use in the eye-catching body art of South Asia and the Middle East (also known as mehndi), but it can also be used as a natural hair dye. Commercially packaged henna, intended for use as a cosmetic hair dye, is available in many countries and is now very popular in India, as well as the Middle East, Europe, Australia, Canada, and the United States, due to the fact that it is a better and healthier option than common chemical dyes. Sadly, henna hair dyes are not very popular in Peru due to misinformation and shortage of suppliers, which leads to a low quality perception.

Goal

Convey that Fátima offers a product that is both natural and effective. The brand must look very professional and convey that it does things delicately, due to the fact that it is a personal hygiene/self-care brand. Additionally, we were asked for the packaging to refer to the country of origin of the product, India; in turn because the founder, Fatima, has Palestinian roots, where the Indian culture influenced the use of henna for many centuries.

Solution

To represent the culture of origin, we took inspiration from their architecture, full of mosaics, organic shapes and a sober color scheme, but without neglecting the product's own color. On the front of the packaging, pantone colors have been applied to accurately show the actual color of the dye being chosen. And on the back we designed a color results guide based on the posible mixes of color (original hair color + tint). To convey lightness and care for details, we chose a light and authentic typeface, which has a “strand” in the wind. And as a symbol, we chose a peacock that represents unique beauty (like nature), strength, power and divinity.