WHAT WE WANT TO AVOID:
Any herbal skin care category cliches - e.g. whether that’s the standard green/white colour palette, cliche leaf or tree of life imagery etc. (we are still open to botanical references, just not overused ones)
An apothecary/retro design direction - as a digitally native brand we want it to feel contemporary, clean, and bold.
DESIGN DIRECTION WE WOULD LIKE YOU TO PURSUE
It lists out the keyword attributes associated with the brand and shows some inspiration - we mainly draw your attention towards the end of the deck - as we would like you to explore the concept of “Roots” somewhere in your design direction.
We believe this direction works for several reasons.
1) In helps us to avoid cliche imagery - as roots are not a part of the plant you often see depicted. There’s also a beauty and intricacy to be explored in the root structures itself.
2) It really helps to reinforce the notion of how our products are “packed with substance” - and the deep rooted connectedness with nature. Draws attention to what lies beneath the surface (connoting “groundedness” or what’s inside).
Whilst the products are Ayurvedic will initially be sold in India, if successful the plan is to also trial them in Western and African markets.
So you don’t need to make them look “ethnic/or Indian” - indeed the more international, contemporary and premium it feels, the better it may be perceived within India. Our audience is young and will have been exposed to other global brands, and we are targeting a higher income segment that also may tend towards Western brands.