GITA

GITA 

Client: Mastarich
Design Company: NEWPLAIN
Creative Direction: Yuichiro Morimoto
Design: Sumire Masuda
Country: Japan

GITA is a pocket-sized shampoo that can be used for both hair and body. It is a true all-in-one product that completes 3 steps in shower time - shampoo, conditioner, and body wash - in just one pouch.

The product concept is “go anywhere, with this one”. In order for the person to feel enouraged to travel anywhere with this product, the logo uses strong and reliable san-serif font to emphasize the image of a reliable partner to take with you on your travels. Its form goes beyond the traditional type of shampoo and its style is gadget-like, strengthening the image of reliability with its rigid form.

On the other hand, the visual is placed on a transparent pouch and uses all white for printing. This allows for the softening of the vivid and strong image when viewing it from a distance. Shower-time is only a side activity in life and GITA aims to be used for such purpose so it does not need to stand out too much. In any kind of scenes, the transparent packaging allows the scenery to blend in effortlessly with the product. The neutrality of this design allows the product to be used for anytime, anywhere, and by anyone.

A new form of shampoo is introduced for the current period where people's lifestlyes are becoming more free and less stabilized.