Pack View: Anuspa Khadi Shahi Soap

The carton structure is simple, robust and aligned to the consumer’s previous experiences concerning usability. The matte finish accentuates the connection to khadi as a perception. The muted pattern used in the background seems to be universal enough to be acceptable in most markets. 

The horizontal lines part of the texture is reminiscent of carpets more than khadi, but it is unmistakably part of a fabric helping it build the perception. The subtle use of gold is not very refined which adds to the feeling of it having humble or boutique origins. 

Type alignments could help a closer attention to detail. The simplicity of the front and top of the pack is in direct contrast to the back which has all the mandatory and the story-oriented communication which is not very readable due to the busy pattern in its background. 

Khadi as a concept from India has gained ground all over the world, however, in a market space that is getting more and more competitive, the packaging could use better attention to detail and focus on what the brand communicates about itself on the packaging.

The soap packaging is far more than just a carton for the soap, it’s like a canvas which evokes a sensory experience as it transports you to a royal bathing experience wherein the calming fragrance lingers long after your bath.

There is a rustic aesthetic with neutral colours, simple fonts and patterns which add a subtle elegance to the packaging. The tonality of the pack is matt making the packaging luxurious and artisanal.

The small gold embossing adds a tactile element that feels premium without being overly flashy. The overall packaging looks natural, sustainable and handmade.

There is inside printing, with a quick anecdote about the soap and the people who inspired it.