ROAPackaging redesign & visual hierarchy
R.O.A.’s existing identity leaned heavily on a borrowed clinical-category aesthetic, making it difficult to build brand equity, recall, or shelf visibility. The opportunity was to reposition R.O.A. around its core demographic, India’s melanin-rich skin type and make its expertise in formulating for Indian skin more visible.
- Category
- Beauty & Personal Care
- Market
- India
- Services
- Packaging
- Stage
- Relaunch
- Year
- [2025]
- Website
- roa.com
Inspired by Indian Skin
The insight
R.O.A.’s existing identity leaned heavily on a borrowed clinical-category aesthetic, making it difficult to build brand equity, recall, or shelf visibility.
Strategic foundation
The opportunity was to reposition R.O.A. around its core demographic, India’s melanin-rich skin type and make its expertise in formulating for Indian skin more visible.
Audience
India’s melanin-rich skin type.
Packaging architecture
Restructured hierarchy
A restructured front-of-pack hierarchy makes product benefits easier to understand and the range easier to navigate.
Signature build · 01
A distinctive and representative expression
Design
The refreshed visual world takes its cues directly from Indian skin, using a spectrum of warm brown tones to create a more distinctive and representative expression.
Typography
Clean typography and scientific detailing retain the credibility of a clinical skincare brand.
Hierarchy
A restructured front-of-pack hierarchy makes product benefits easier to understand and the range easier to navigate.
DIGITAL & E-COMMERCE DESIGN
Packaging logic, carried through to the product page
The same information hierarchy from the pack was rebuilt for the product detail page, so the brand reads consistently whether it's held in hand or scrolled through on a phone. One voice and one visual system, carried across every surface a customer meets ROA on.
What we delivered
- Brand repositioning
- Packaging redesign
- Visual hierarchy
“The refreshed visual world takes its cues directly from Indian skin, using a spectrum of warm brown tones to create a more distinctive and representative expression.”
ROA
Team
