Chāmpo (pronounced char–pour) is a contemporary British haircare brand influenced by the ancient principles of Ayurveda and inspired by the founder’s Indian heritage.
Commission were asked to take a holistic view of the brand creation, from naming and developing the graphic language, to the creation of primary packaging, e-commerce packaging, and art direction.
The name Chāmpo is derived from the original Sanskrit word for ‘shampoo’. The name aims to acknowledge the brand’s cultural heritage, therefore unburdening the graphic identity from the need to create a Western pastiche of Indian culture.
The Chāmpo products are split into three ranges named after the three Ayurvedic doshas: Vata, Pitta and Kapha. Each dosha manifests as a functional graphic mark to depict hair type, taking subtle stylistic cues from the calligraphic nature of written Sanskrit.
The wordmark is kept simple and classic, with a nod to the calligraphic dosha marks present in the macron above the A.
The doshas are also represented by models chosen as archetypes of Vata, Pitta, and Kapha. They are accompanied by a set of stories created to help guide consumers to the right product for their hair. Commission advised on editorial direction and art-directed all imagery. Shot by Sam Copeland, the lifestyle shoot also aims to imbue a warm and natural spirit across advertising and social media.
The entirely bespoke primary packaging is intended to feel contemporary and elegant, but neutral enough to fit into any bathroom suite. The square bottle was designed with timelessness in mind, offset by the functional but playful ring handle. The handle offers an alluring touchpoint to the packaging and allows the bottle to hang in the shower.
Secondary packaging has also been developed for the e-commerce-only brand, adaptable for different sized orders.
A set of ingredient illustrations by Rosemary Milner have also been commissioned to appear online to reinforce the all-natural formulas that make up the range.
With no physical store and concepts that may be new to consumers, the Chāmpo website needs to function beyond an e-commerce platform. Elements of story-telling and insight into the three doshas, the women chosen for the shoot, and their hair types, aims to educate and engross the consumer in the Chāmpo world.