Ayurveda is at the heart of ancient healing. The holistic science of health focuses on maintaining a physically and emotionally balanced state. Kapiva was building a fresh retail concept where the health and wellness of people is enabled by best Ayurvedic doctors, finest medicines and natural healthcare products. Upholding the idea of unique treatment for each in line with their body type, the nationwide chain of Kapiva clinics aimed to provide the highest quality of product and service.
Transform the way people perceive Ayurveda enabling it to enter the mainstream as a general practice
Consumer education and awareness at its core to dispel myths and build assurance, and look and feel away from the traditional science
The brand name was coined to represent the ideal tri-dosha balance of Kapha-Pitta-Vata, the core of Ayurveda for harmonious health. Taking an elementary approach for the visual, custom sans serif typography was used with basic geometry. Circles became a metaphor for the equilibrium of three doshas and the leaf in the centre represented purity.
The power of Ayurveda at its purest can heal people naturally. So the simple, striking and clear brand tagline of “Pure Ayurveda” spelt out the promise of healing with Ayurveda at the heart.
The powerful brand communication was seamlessly translated into posters in subtle and natural hues. The messaging stayed clear, authentic and simple.
The comprehensive product range was split into classical prescribed medication and over-the-counter products. This allowed a different visual system for two categories, yet emerged from the same family. To complement it, a diverse yet unified language that was applied across the product range.
Designing packaging for a healthcare brand must inspire trust. An informative system allowed consumers to identify the nature of the products through patterned information architecture: key description, composition and benefits.
A bold vertical colour block made Kapiva products appealing, identifiable and distinctive from the Classical range as also on the shelf.
Ayurveda packaging typically reserves labels for name and ingredients as the traditional practice. Packaging for the Classical Range followed this system where blocking information as labels were supported with crisp typography and a vibrant colour system. Ink illustrations of ingredients in the background brought alive the natural aspect of the products.
Juices packaging of Kapiva needed to showcase natural ingredients in their glory. Vibrant watercolour illustrations were used on the package to keep the product closely connected to nature. The identity of solid colour blocks was extended from classical products and conveyed the properties of the juice.
With soothing hues and informative yet personalised messages, the clinic space was branded to re-assure consumers and take them closer to wellness. The visual language stayed simple and natural. Taking inspiration from nature, the brand used elements of herbs and leaves as illustrates compositions on a brown background. The sense of balance created in the clinic space emulated the harmony of body mind and soul that is Kapiva. For a brand built on an ethos of maintaining a balance within our bodies as a foundation of good health, caring and sensitivity towards the environment came as a natural progression. The brand ethos and identity simply extended that.