The presentation contains my input on improving the packaging of spa products.

1. Spa Packaging Design: Labeling
Mailelani
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2. My Observations
Shashikant Tewary My first impression is that the
overall look is very criss-crossed
and confusing because:-
• There are too many lines to
distract attention.
• It is difficult to read the
Shashikant Tewary
information on the label.
My opinion is that the overall
label design is more suited for
fun, funky & products.
However, spa products need to
represent cool, natural and
relaxed feeling.
Difficult to read the information
with the stripes behind it.
Shashikant Tewary
tewaryshashi@gmail.com

3. My Observations
Shashikant Tewary
Shashikant Tewary
Why ‘Body Lotion, wild mango
Why ‘Body Lotion, frangipani
scent’ , ‘Body Mist, polynesian
scent’ and ‘Body Lotion, gardenia
scent’ have the same design ?
scents’ and ‘Body Lotion, vanilla
scents’ have the same design ?
Shashikant Tewary
Overall, I feel that label designs are inconsistent
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and do not help in easy identification

4. Summary & Solution Guidelines
Shashikant Tewary
1.Present label design is cluttered 1.Identify a theme and redesign to
remove clutter
2.Lack of consistency in label design
2.Choose a product, e.g. ‘Body Lotion,
3.Lack of coherent label design
frangipani scent’ and develop a design
Shashikant Tewary
4.Information reading is difficult particularly for it. Each product line up
5.Product positioning is not clear should specific design for easy
identification
6.Not projecting uniqueness of Samoa
3.Have a common link between all label
7.Have you identified target audience? design, for e.g. ‘Malelani’ logo presently
used
4.Information related to product name,
ingredients, mfg. date, etc. should use
legible fonts and contrasting background
for easy readability
5.Position Product as Premium,
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Recreational, Leisure, Eco-friendly, etc.
6.Identify Colour, Tradition, Plant, Food,
Bird, etc., unique to Samoa.
7.Position product on basis of Country,
Age, Gender, etc.
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5. Benchmark Spa Label Designs
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Common link and consistency
• Easy to read information
• Identification of products
• Premium positioning
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Feelings:- Feelings:- Feelings:-
• Thin • Neutral • Bold
• Soft • Pure • Heavy
• Fragile • Tough
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Female design Unisex design
tewaryshashi@gmail.com Male design

6. Conveying Feelings
Shashikant Tewary
Color Symbolism Chart
Excitement, energy, passion, love, desire, speed, strength, power, heat, aggression, danger, fire, blood,
war, violence, all things intense and passionate.
Pink symbolizes love, romance, and excitement
Beige and ivory symbolize unification. Ivory symbolizes quiet and pleasantness. Beige symbolizes calm and
simplicity.
Joy, happiness, betrayal, optimism, idealism, imagination, hope, sunshine, summer, gold, philosophy,
Shashikant Tewary
dishonesty, cowardice, jealousy, covetousness, deceit, illness, hazard.
Peace, tranquility, cold, calm, stability, harmony, unity, trust, truth, confidence, conservatism, security,
cleanliness, order, loyalty, sky, water, technology, depression, appetite suppressant.
Turquoise symbolizes calm. Teal symbolizes sophistication. Aquamarine symbolizes water. Lighter
turquoise has a feminine appeal.
Royalty, nobility, spirituality, ceremony, mysterious, transformation, wisdom, enlightenment, cruelty,
arrogance, mourning.
Lavender symbolizes femininity, grace and elegance.
Energy, balance, enthusiasm, warmth, vibrant, expansive, flamboyant, demanding of attention.
Nature, environment, healthy, good luck, renewal, youth, spring, generosity, fertility, jealousy,
inexperience, envy, misfortune, vigor.
Shashikant Tewary
Earth, stability, hearth, home, outdoors, reliability, comfort, endurance, simplicity, and comfort.
Security, reliability, intelligence, staid, modesty, dignity, maturity, solid, conservative, practical, old age,
sadness, boring. Silver symbolizes calm.
Reverence, purity, birth, simplicity, cleanliness, peace, humility, precision, innocence, youth, winter, snow,
good, sterility, marriage (Western cultures), death (Eastern cultures), cold, clinical.
Power, sexuality, sophistication, formality, elegance, wealth, mystery, fear, evil, unhappiness, depth, style,
evil, sadness, remorse, anger, anonymity, underground, good technical color, mourning, death (Western
cultures).
tewaryshashi@gmail.com
http://www.princetonol.com/groups/iad/lessons/middle/color2.htm http://www.eaglespiritministry.com/works/colorch.htm

7. Probable Label Design
• This label design has a central
Shashikant Tewary
•
•
theme with wrap around bands
Central theme creates a
common link and focus
Clutter is reduced and
Readability is improved
2 main focus areas of Packaging Design:
 Bottle design
 Graphic and Label design
• Upmarket Look and feel
Focus on Brand and
Product Name
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Solid Band Ingredients Detail
Instructions
Barcode and Dates
Wave Band
Variations
Shashikant Tewary Dot Bands
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8. Design Theme across Product Range
Shashikant Tewary
Shashikant Tewary
Shashikant Tewary
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9. Spa Packaging Design: Labeling
Le Spa
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10. Shift to TOP My Observations
My first impression is that the
overall look is clean and distinct.
However, some minor changes to
Shashikant Tewary the design will make it better.
Highlight colour should be more
vibrant to reflect energy. E.g.
orange . But the highlight colour
should not conflict with ‘Le-Spa’
logo.
Shift to TOP
Shashikant Tewary
Making the colours inside the
logo richer by adding little gloss
will make it look premium.
Highlight colour should reflect the
feeling of ‘restore’ and be richer.
But the highlight colour should
not conflict with ‘Le-Spa’ logo.
Shashikant Tewary
Shift to TOP
Highlight colour should reflect the
feeling of ‘relax’ and be richer. But
the highlight colour should not
conflict with ‘Le-Spa’ logo.
tewaryshashi@gmail.com

11. Conveying Feelings
Shashikant Tewary
Color Symbolism Chart
Excitement, energy, passion, love, desire, speed, strength, power, heat, aggression, danger, fire, blood,
war, violence, all things intense and passionate.
Pink symbolizes love, romance, and excitement
Beige and ivory symbolize unification. Ivory symbolizes quiet and pleasantness. Beige symbolizes calm and
simplicity.
Joy, happiness, betrayal, optimism, idealism, imagination, hope, sunshine, summer, gold, philosophy,
Shashikant Tewary
dishonesty, cowardice, jealousy, covetousness, deceit, illness, hazard.
Peace, tranquility, cold, calm, stability, harmony, unity, trust, truth, confidence, conservatism, security,
cleanliness, order, loyalty, sky, water, technology, depression, appetite suppressant.
Turquoise symbolizes calm. Teal symbolizes sophistication. Aquamarine symbolizes water. Lighter
turquoise has a feminine appeal.
Royalty, nobility, spirituality, ceremony, mysterious, transformation, wisdom, enlightenment, cruelty,
arrogance, mourning.
Lavender symbolizes femininity, grace and elegance.
Energy, balance, enthusiasm, warmth, vibrant, expansive, flamboyant, demanding of attention.
Nature, environment, healthy, good luck, renewal, youth, spring, generosity, fertility, jealousy,
inexperience, envy, misfortune, vigor.
Shashikant Tewary
Earth, stability, hearth, home, outdoors, reliability, comfort, endurance, simplicity, and comfort.
Security, reliability, intelligence, staid, modesty, dignity, maturity, solid, conservative, practical, old age,
sadness, boring. Silver symbolizes calm.
Reverence, purity, birth, simplicity, cleanliness, peace, humility, precision, innocence, youth, winter, snow,
good, sterility, marriage (Western cultures), death (Eastern cultures), cold, clinical.
Power, sexuality, sophistication, formality, elegance, wealth, mystery, fear, evil, unhappiness, depth, style,
evil, sadness, remorse, anger, anonymity, underground, good technical color, mourning, death (Western
cultures).
tewaryshashi@gmail.com
http://www.princetonol.com/groups/iad/lessons/middle/color2.htm http://www.eaglespiritministry.com/works/colorch.htm

12. My Suggestions
Shashikant Tewary
From my point of view, 2 logos in
succession are not needed as it is
confusing.
Shashikant Tewary
In the redesigned logo:-
• Flower is shifted to the top
• ‘Le-Spa’ is used only once
• ‘Lelalelei o Samoa’ is placed at
the bottom (please use the
required font).
• Spaces are utilized effectively
• Overall design is more
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balanced.
Lelalelei o Samoa
Energy
Coconut Body Oil
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13. Visualization
Shashikant Tewary
Shashikant Tewary
Shashikant Tewary
tewaryshashi@gmail.com