Safai - a care brand that reads in one second on shelf

Challenge

Safai's range had grown faster than its packaging system. Every SKU had been designed on its own, so the shelf read as a crowd of unrelated products instead of one family.

Approach

We rebuilt the identity around clarity: a single typographic voice, a colour-coded range logic, and a pack grid that keeps ingredient and claim hierarchy identical across every variant.

Outcome

One system that scales to new SKUs without redesign, and a shelf presence that reads as one brand from three metres away.