ABOUT

Colour Quest was a two-season colour-direction programme I led for Safari Industries (India) Ltd — one of India's largest luggage manufacturers.
The existing palette was stuck on navy, black, red and teal — the same four colours every competitor leads with. Newer DTC brands were modernising fast. My brief: rebuild the colour system from the shelf up.
I owned every stage: competitive mapping, cross-category trend research (fashion, automotive, electronics, footwear), Pantone direction, internal stakeholder and PM approval, and Pantone-code-pair specification for factory masterbatch development across polypropylene and polycarbonate shells.
The output: 18 colour developments across two materials, organised into five mood territories — each with a distinct emotional register and commercial role. Three existing shell platforms were relaunched through colour alone — zero tooling cost, faster speed to market, inherited review equity.
Each tone was given a strategic job: shelf impact, emotion