Client
Deep Ayurvedic
Project Scope
Brand Identity System
Packaging
Website
Project Overview
Deep Ayurvedic was both a creative challenge and a deep dipe into an entirely new world for me. Partnerning with experts in the Indian system of holistic medicine, we translated a nuanced and deeply rooted science into a clear, compelling, and relevant brand for a modern U.S. consumer. Spanning a full brand identity system, packaging, and website, we developed a brand that honors the richness of the science while proudly bringing it to a new audience.
Project Overview
Modern health, ancient roots.
Deep, an Ayurvedic-based company with a multitude of brands and offerings in the CPG space, came to Moxie Sozo with a functional range of Ayurvedic elixirs, teas and herbal supplements and the unique challenge of translating the ancient science of balance into a modern wellness brand positioned for modern yogis and health enthrusiasts.
We developed the brand from the ground up with a system built around the three Ayurvedic doshas, or energies. Combining food and medicine—or flavor and function—we artfully paired each product’s flavor with the corresponding dosha function. Ethereal, abstract and beautiful, our diffused illustrations evoke wonder and curiosity, all while creating a sophisitcated system that still allows for taste appeal to break through.
On the website, our illustration is cropped in on dramatically, as if under a microscope, and subtly moves around as the consumer scrolls. This is both a conceptual invitation for the viewer to take a closer look at our trustworthy and ethically sourced ingredients, as well as a way to add life and color to an otherwise clean and sophisticated system.
Credits
Credit
Designed at Moxie SozoRole: Branding and Visual Identity, Packaging Design, Website Design
Illustration by Qian Lui