Own-brand read as second choice.
House brands sat beside national ones with no shared logic — each pack solved its own layout, so the range never built recognition.
Packaging system / InstaFresh · Instaclean · Instawash · Indbazaar
Private label,built to hold the shelf.
Four house brands for a growing retail group, designed so an in-house range can stand next to a national one and still get picked up.
- Scope
- Pack design · production artwork · dielines
- Formats
- Pouches · bottles · labels · bars · boxes
- Pipeline
- Dieline through to shelf-ready render
- 04
- House brands
- 12+
- Product lines
- 500+
- SKUs designed
- 09
- Programmes detailed below
01The opportunity
A private label that had to earn its shelf.
The retail group wanted its own hygiene, laundry, home-care and staples ranges — cheaper than the national brands, but not cheaper-looking. Every SKU had to survive a real shelf: legible from a metre away, correct on the dieline, and convincing enough that a shopper reaches for a name they don't already know.
Dieline first, decoration second.
Every pack starts as production-correct geometry — bleed, cut line and safe area locked before a single graphic element goes on.
One grammar, many formats.
A fixed read order carries from a spout pouch to a die-cut label to a rigid gift box, so new SKUs roll out without redesign.
02Pack anatomy
Five zones, read top to bottom, in one pass.
The pack face is the system. A pale upper field carries the brand and any promotion; a saturated lower field carries the product. A shopper reads brand, then product, then claim, then size — and every format in the range obeys the same order.
- 01Offer flashPromotions sit above the lockup so a price message never disturbs the brand.
- 02Brand lockupFixed position, fixed clear space, identical across every format in the range.
- 03Product nameThe loudest element on shelf, reversed out of the saturated product field.
- 04Protection claimOne roundel carries the category promise — never a paragraph of small print.
- 05Variant & volumeThe only zone that changes between SKUs, so artwork rolls out without redesign.
Upper field / brand + promotion Lower field / product + claim
03The range
Four house brands, one production discipline.
Hygiene, home care, laundry and staples were designed as separate brands with a shared build. Each programme below has its own page — artwork, colour breakdown, formats and the mockups it was signed off against.
InstaFresh
The hygiene flagship — a pump bottle and refill pouch system that later carried into sanitizer and dishwashing formats.
Instaclean
Three 500 ml cleaning formats built as one recognisable range: glass and multi-surface, floor and toilet.
Instawash
Die-cut bottle labels where the cut is the brief — offer, variant and benefits all have to land inside the shape.
Indbazaar
The staples architecture: a fixed brand band above a clear product window, scaled from pillow pouch to gift box.
04On shelf
The range only works if it works as a block.
A pack is judged next to its neighbours, not on its own. Both ranges were staged as planograms before rollout, so facing counts, block colour and the read at a metre could be checked while the artwork was still editable.
Mockup environments are AI-assisted. The supplied artwork, logo, claims, colours and proportions remain unchanged.
05The system
A palette split by line, and a cut line that ships in the file.
Colour is the fastest way a shopper separates hygiene from laundry from staples, so each line owns a field colour and the structure stays constant. On the label formats, the die is released live in the artwork — the printer never has to guess where the shape ends.
Signal greenInstaFresh hygiene field#31b74b
Clean blueClinical ground for the lockup#d5ecf5
Trust blueOffer flash and claim roundel#0f5f8f
Instawash blueLaundry line#2e77c4
Festive goldGifting and seasonal packs#edd471
Die-cut artworkLiquid detergent
Die-cut artworkFabric conditioner
Die-cut artworkHand sanitizer 200 ml
Every pack is checked at a metre first. If the product name doesn’t survive that distance, nothing else on the face matters.
Variant and volume are the only zones allowed to change, which is why a range can be extended without reopening the layout.
Bleed, safe area and cut line are locked in the master, so the file that leaves the studio is the file that goes to press.
06Outcomes
What the packaging programme covered.
The result is a house-brand portfolio that reads as one company across four brands and a dozen product lines — and an artwork discipline the group can keep extending.
- Recognisable
- Four house brandsHygiene, home care, laundry and staples each own a field colour inside one shared structure.
- Scaled
- 500+ SKUsPouches, bottles, bars, labels and gift packs produced off the same read order.
- Producible
- Dieline to pressCut lines, bleed and safe areas ship inside the artwork rather than as a separate note.
- Sellable
- Shelf-ready rendersEvery finished pack lands as a render for e-commerce listings, banners and pitch decks.
Work with us
Launching a house brand that has to sit beside a national one?
We design packaging the way this range was designed—one read order, a dieline locked before the decoration, and artwork that goes to press without a round of printer queries.
Start a projectSee our packaging work
Send us the range you’re planning and we’ll come back with a scope—formats, artwork and rollout, priced per SKU.