The name Setu means 'bridge' in hindi. While the name had a regional origin, we wanted the branding to be modern and relatable to the urban youth. We designed a clean and flexible system for the brand to use creatively or on it's own. 

Setu needed to relook at the packaging that they launched with. This is an example of one of the products they had introduced online and in chemists throughout the country. 

We analysed what was working for it by reviewing it on shelf, on an amazon listing grid and in the mind of the consumer. Together with this analysis and the new brand positioning that Setu had crafted, we designed an all new range of packaging and a new visual identity for it.

OLD PACKAGING DESIGN

For Setu's proprietary range of products, we chose to profile the Setu customer and use their photographs on the actual packs. While casting for the shoot, we were very mindful of whom we were using for which product - as we wanted them to represent the brand.

Setu's hero range of products needed to break the clutter on ecommerce grids in online marketplaces as well as the clinical look on products in chemists.

For the essentials range, we needed to design for efficacy against other pharma and nutraceutical brands. We kept it clean and focused on benefits customers wanted to see front and centre.