Packaging and Visual Identity

A digital design project for packaging and visual identity of Batiste Dry Shampoo.

What was done:

User Research

Affinity Mapping

Wireframing

High-Fidelity Prototypes

Usability Testing

Graphic Design

Role:

Product Designer (UX/UI)

Tools:

Figma, FigJam, Principle, Notion

Timeline:

8 weeks

Team:

1 Product Manager, 2 Engineers, 1 UX Researcher

Design Thinking Process guides this project through Empathize, Define, Ideate, Prototype, and Test & Iterate to create user-centered solutions.

Goal

Create a packaging and visual identity system for Batiste Dry Shampoo that is bold, trend-led, and appealing to both new and existing customers.

Methods

Research included analyzing competitor brands, trend forecasting in beauty packaging, and testing visual styles with target users. This provided both emotional and functional insights into what resonates with customers.

Insights

Users respond positively to clean typography, vibrant gradients, and cohesive color schemes. Clear visual hierarchy and distinctive fragrance cues help differentiate products and drive engagement.

Problem Statement

Beauty-conscious users want a haircare product that fits effortlessly into their routine, stands out on the shelf, and clearly communicates scent and category. Current packaging feels generic and does not appeal to trend-focused or new customers, making it harder for them to choose and engage with the brand.

Goals

Create visually distinctive packaging that clearly differentiates fragrances and product categories.

Make the design trend-forward and appealing to both new and existing Batiste customers.

Ensure the identity feels cohesive across all three fragrance variants.

Enhance shelf impact and brand recognition through bold typography, color, and gradients.

Deliverables

High-fidelity mockups were created for all key packaging concepts, including logo redesign, fragrance differentiation, and gradient layouts. Interactive prototypes allowed early feedback on shelf appeal and visual hierarchy, while a design system ensured consistency across all variants.

“The packaging is bold, clean, and trend-forward, designed to capture attention and communicate fragrance identity clearly. Color coding and typography reinforce brand recognition and engagement.”

Kendall Drake, Product Designer (UX/UI)

Design That Moves People: Key Insights and Outcomes

Initial research and user testing revealed that customers respond strongly to clear fragrance cues, vibrant gradients, and cohesive branding. By addressing these insights, the designs became more visually striking and intuitive, helping customers quickly identify scents and product types.

The results were measurable: participants could accurately differentiate fragrances, and feedback highlighted stronger brand appeal and shelf impact. This project reinforced that thoughtful, user-centered packaging design is about clarity, recognition, and creating desire—not just aesthetics.

Method

Tested 6 participants on fragrance recognition, hierarchy, and shelf appeal.

Findings

Users liked bold colors and clear labels but wanted better scent differentiation.

Iteration

Enhanced gradients, adjusted typography, and improved scent cues for clarity.