Modern Vibrant Detergent Pouch Design
Budget: ₹1,500 – ₹12,500 INR
Luma
Brand Positioning
Luma is a modern Indian detergent brand targeted primarily at rural and semi-urban families, beginning in Rajasthan.
The packaging should not resemble the typical cluttered Indian detergent packet. It should feel modern, energetic, premium yet affordable, while remaining instantly recognisable as a detergent powder.
The overall emotion should be:
Freshness • Brightness • Care • Confidence
Design Philosophy
The design should communicate the feeling of:
Freshly washed clothes
Bright morning sunshine
Clean breeze
Fresh fragrance
Modern Indian lifestyle
Pride in clean clothes
The packet should feel optimistic and joyful, not chemical or industrial.
Colour Palette
Primary Colour
Peacock Teal
This becomes the signature brand colour.
Not turquoise.
Not blue.
Not green.
A rich peacock teal that feels fresh and premium.
Secondary Colours
White
Soft Gold
Warm Pink Floral Accents
Fresh Green Leaves
Very small Coral highlights
Avoid
❌ Typical detergent blue
❌ Neon green
❌ Heavy red gradients
❌ Rainbow detergent swirls
Layout
Large central logo.
The logo should occupy almost the centre of the pouch.
Leave enough breathing room around the logo.
The eye should immediately read
Luma
before anything else.
Hero Graphic
Instead of detergent swirls,
use
fresh white clothes drying on a clothesline.
The clothes should appear to move naturally in the wind.
This becomes the storytelling element of the pack.
The clothes should look soft, bright and freshly washed.
Brand Mascot
Place a stylish illustrated young Rajasthani woman in the bottom-right corner.
She should NOT dominate the pouch.
She is a supporting brand character.
Characteristics:
Young
Confident
Smiling
Wearing modern sunglasses
Subtle Rajasthani-inspired outfit
Elegant rather than heavily traditional
Stylish and aspirational
She represents the personality of Luma.
Floral Language
Use elegant floral illustrations only around the edges.
Flowers should frame the composition.
Avoid covering the whole pouch.
The floral artwork should feel:
Fresh
Modern
Premium
rather than decorative.
Background
Clean peacock teal background.
Subtle sunlight.
Very soft sky gradient.
Optional distant landscape or architectural silhouette kept low-contrast so it doesn't compete with the logo.
Benefits Section
Position near the bottom.
Use three premium stitched-label style panels instead of generic circular badges.
Benefits:
Deep Clean
Bright Whites
Long Lasting Freshness
These labels should resemble premium clothing tags.
Typography
Large bold custom wordmark for
Luma
Rounded
Friendly
Premium
High readability from a distance.
Supporting text should use a clean sans-serif font.
Top Badge
Small premium ribbon:
NEW
Floral Fresh Fragrance
Gold background with rounded shape.
Weight
Bottom-right.
Large
1 kg
Easy to notice.
Overall Feel
The packet should immediately communicate:
Detergent powder
Fresh clothes
Brightness
Floral fragrance
without looking like Surf Excel, Tide, Wheel or Ghadi.
The packet should stand out on a crowded kirana shelf because of its colour, simplicity and confident layout.
Brand Positioning
Luma is a modern Indian detergent brand targeted primarily at rural and semi-urban families, beginning in Rajasthan.
The packaging should not resemble the typical cluttered Indian detergent packet. It should feel modern, energetic, premium yet affordable, while remaining instantly recognisable as a detergent powder.
The overall emotion should be:
Freshness • Brightness • Care • Confidence
Design Philosophy
The design should communicate the feeling of:
Freshly washed clothes
Bright morning sunshine
Clean breeze
Fresh fragrance
Modern Indian lifestyle
Pride in clean clothes
The packet should feel optimistic and joyful, not chemical or industrial.
Colour Palette
Primary Colour
Peacock Teal
This becomes the signature brand colour.
Not turquoise.
Not blue.
Not green.
A rich peacock teal that feels fresh and premium.
Secondary Colours
White
Soft Gold
Warm Pink Floral Accents
Fresh Green Leaves
Very small Coral highlights
Avoid
❌ Typical detergent blue
❌ Neon green
❌ Heavy red gradients
❌ Rainbow detergent swirls
Layout
Large central logo.
The logo should occupy almost the centre of the pouch.
Leave enough breathing room around the logo.
The eye should immediately read
Luma
before anything else.
Hero Graphic
Instead of detergent swirls,
use
fresh white clothes drying on a clothesline.
The clothes should appear to move naturally in the wind.
This becomes the storytelling element of the pack.
The clothes should look soft, bright and freshly washed.
Brand Mascot
Place a stylish illustrated young Rajasthani woman in the bottom-right corner.
She should NOT dominate the pouch.
She is a supporting brand character.
Characteristics:
Young
Confident
Smiling
Wearing modern sunglasses
Subtle Rajasthani-inspired outfit
Elegant rather than heavily traditional
Stylish and aspirational
She represents the personality of Luma.
Floral Language
Use elegant floral illustrations only around the edges.
Flowers should frame the composition.
Avoid covering the whole pouch.
The floral artwork should feel:
Fresh
Modern
Premium
rather than decorative.
Background
Clean peacock teal background.
Subtle sunlight.
Very soft sky gradient.
Optional distant landscape or architectural silhouette kept low-contrast so it doesn't compete with the logo.
Benefits Section
Position near the bottom.
Use three premium stitched-label style panels instead of generic circular badges.
Benefits:
Deep Clean
Bright Whites
Long Lasting Freshness
These labels should resemble premium clothing tags.
Typography
Large bold custom wordmark for
Luma
Rounded
Friendly
Premium
High readability from a distance.
Supporting text should use a clean sans-serif font.
Top Badge
Small premium ribbon:
NEW
Floral Fresh Fragrance
Gold background with rounded shape.
Weight
Bottom-right.
Large
1 kg
Easy to notice.
Overall Feel
The packet should immediately communicate:
Detergent powder
Fresh clothes
Brightness
Floral fragrance
without looking like Surf Excel, Tide, Wheel or Ghadi.
The packet should stand out on a crowded kirana shelf because of its colour, simplicity and confident layout.