Walking into today’s brave, new world can leave a woman feeling wrung-out and craving for the rootedness and familiarity of the daily rituals of home.
The packaging for the relaunch of Ayush tells consumers that the brand hears this contradiction of modern-day living. It offers a return to balance and harmony, presenting 5000-year old Ayurvedic recipes as a counterpoint to a hurried lifestyle. The promise holds true across a design architecture that spans a 45-product, personal care line across 4 categories. The detailed visualisations of product composition speak to the consumer of abundance, expertise and efficacy, telling her that she is cared for and safe home.