PiNG! Connecting with Your Consumer - Flipbook - Page 78
PiNG!
PiNG!
CHAPTER 3
CHAPTER 3
Linking the Senses through Design—
Obao Deodorant
Use the Whole
Packaging Palette
to Differentiate
Using color to portray fragrance.
Garnier Obao is a rollerball deodorant that comes in uniquely shaped, colorful packages. On
shelf, the brand creates a dramatic disruption, which sets it apart from
other products in the anti-perspirant category. The use of colors to
differentiate varieties is powerful. And the distinctive shape creates an
exceptional, unified on-shelf impression. Obao also goes beyond shape
and color to create a distinctive experience at retail. It uses the language on the package to express experiential, spa-like qualities and the
brand’s Eastern approach to wellness. This language is reinforced by the
product’s Asian-style typeface and shell icon. Obao, sold primarily in
France, uses color, shape, language and icons extremely effectively at
the SKU level to differentiate its versions and to set itself apart from
the competition.
Does your brand’s color
range tell a story?
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