INDIA
With the worldwide success of online shopping, there has been an explosion of new brands and brand extensions which are recognising the opportunity of tapping into new consumer audiences.
Navratna, India's leading Ayurvedic Oil brand, was looking to launch a premium range of authentic Ayurvedic oils under the sub brand name Navratna Therapy. We were given the brief to create a design for a range of high end products.
The initial concepts only showed one hero ingredient on the front of the pack, however 'Navratna' is Sanskrit for 'nine gems', so the importance of additional ingredients soon became apparent.
Different plants have been merged into one stem, with every branch showcasing a different medicinal herb. The plant illustration is more or less symmetrical with one half on the front, and the other half flowing round to the side; here the ingredients are separately annotated and encircled with gold. The concept gets inspiration from hand drawn botanical illustrations which depict the specialist science of herbs and brings out their natural properties. The use of illustration cues the authenticity and tradition of the brand's Ayurvedic expertise, and combined with modern contemporary typography, the new products closely relate to the younger urban online shopper. As a final touch, the design is printed on matte paper to give more of a natural look, and provides a nice contrast to the gold.
The introduction of this premium brand to the online market space and at internet retailers has been hugely successful, so much so that the design has been given the prestigious Channelier FMCG award for Product Launch of the Year in the Ayurvedic category.
“I have worked with Evolve Creative for more than a decade and always appreciated their ability to bring vision to reality. Work done by entire team on our portfolio has been recognised not only within the organisation but also outside. This includes Navratna Therapy Range designed by Evolve Creative, which has won prestigious “Product Launch of the Year” award at the Channelier FMCG Awards 2021.
I wish Evolve Creative team many more awards in future”
Anupam Katheriya, Associate Vice President - Marketing & Business Development
Emami Limited
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