With over 60 years of heritage in personal care, Pakrokh set out to enter the shampoo category, targeting a segment traditionally dominated by affordable, legacy brands.

BOOM Marcom developed a concept rooted in the familiarity of the traditional bathhouse, a cultural reference deeply resonant with audiences in smaller cities and rural areas. The design translates this idea into a visual language inspired by classic tile work motifs, evoking the atmosphere and authenticity of traditional bathing spaces.

The result is a packaging system that feels both nostalgic and accessible, bridging cultural memory with everyday functionality, and positioning the product naturally within its intended market.