Ayucha

SCIENCE, WITH A PINCH OF YUM: BRANDING FOR BOTTLED AYURVEDIC TEA

If we had to choose one thing we love most about designing brands, we don’t know if we’d be able to do it. But we do know that somewhere near the top of the list would be differentiating each individual brand.

It’s a fun creative challenge to make each client’s brand completely unique. It helps when the idea behind the brand is special all on its own. Ayucha is on a mission to provide a drink that’s uncaffeinated and has wellness benefits, but is more tasty and refreshing than Kombucha.

They approached us to reinvigorate their packaging so that they could expand their retail partners with a brand they’re proud of. More access to this goodness? There’s something we can all get behind!

The graphic, color-wash label style stands out among competitors that primarily feature photography on a white label background. These labels feel contemporary enough to attract the brand’s target of young, energetic, health-conscious customers.

Using minimalist, color block styles as our inspiration, we created a graphic version of a mandala that is the signature design element. Each flavor is represented by a subtle variation on mandala and a different color, so it’s easy to pick out on a shelf—but the basic structure allows for continuity across the brand.

We want people to feel motivated and healthy when drinking the product, but still connected to something ancient—much like the appeal of yoga. We also created a new tagline “The science of refreshment” to communicate the key properties of the drink: it’s based in ayurvedic science AND tastes great. All in all, this packaging design celebrates the brand’s ties to the ancient art and science of ayurveda without feeling old, traditional, or exotic.

Ayucha is modern, it’s accessible… and best of all, it’s delicious.