AYUGA
2021
AYUGA
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What we did:
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Branding
Brand Identity + Elements
Brand Guidelines
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Brochure Design
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In the Press​
BRIEF
Ayuga is an Ayurvedic skincare brand that believes in the science of recipe and rituals. The combination of correct Ayurveda product combined with right yogic process leads to far reaching impact.
But how do you modernise and simplify Ayurveda for the 21st century consumer while also respecting its ancient roots?
SOLUTION
We created a brand built on balance: a balance of traditional and modern. A balance of recipes and rituals.
As opposed to existing Ayurvedic brands that focus on ingredients and sourcing, Ayuga is about the day to day utility of Ayurveda: demystifying Ayurvedic knowledge in a simpler, easier format. It’ll bring you the greatest beauty secrets from our scriptures, in both its products and its philosophies.
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local research
We dug into the history of Ayurveda and how it has been represented graphically through the years. We studied material, texture, colours, illustrations and layouts and attempted to recreate a modern version of Ayurveda for the 21st Century consumer.
The Devnagari Logo
A brand built on balance
While keeping the design consistent, we sought to create a differentiation using the range colour palette.
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An earthy and pastel palette for skincare, echoing
the soothing effects on skin.
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Darker, jewel tones for hair care communicating
dark, strong hair.
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Brighter and poppier colours for the wellness range emulating energy and vitality.
Colours were inspired from objects and materials used in ancient Ayurvedic rituals.
Inspired by Chakra symbols, the icons were designed to look minimal and modern for the 21st Century Ayurveda.
APPLICATIONS: MOBILE WEBSITE DESIGN​
APPLICATIONS: LAYOUTS
"In the entire process you get to learn a lot from LOCAL in terms of how they see the brand.
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They take full ownership in the project and are willing to go above and beyond the basic deliverables which is a great characteristic you seek in partners you work with.
LOCAL ticks all boxes in timely deliveries, understanding of briefs to meet your expectations, consumer and brand understanding, new and innovative ideas and designs and most importantly to the point understanding of feedbacks and ways ahead."
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Team Mamaearth
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