Creating a Brand identity framework, naming, packaging and collaterals for Purely yours— a brand focused on providing an Ayurvedic lifestyle guided by doctors, for Gen z and millennials, in a format designed to become an integral part of a sustainable modern lifestyle. A startup—Herbal Chakra Ltd. wanted to launch their first-ever line of Ayurvedic Products with an intent to change the current worldview of Ayurveda and wellness. Herbal Chakra is now a house of consumer brands —Purely Yours and Herby Angel- focused on catering to consumer needs through personalised Ayurveda products. As a parent company, it aims to democratise Ayurveda and wellness by combining technology, content, doctor consultations, diet & lifestyle plans and authentic Ayurveda products to offer a holistic wellness solution for you and your loved ones. The Herbal Chakra team comprises leading Ayurveda doctors and IIM and IIT graduates. From carefully selecting the ingredients to ensuring that the products are manufactured only in reliable & trustworthy facilities, the team is meticulous about verifying that the highest quality standards are maintained throughout the process. The range of products is formulated by Ayurveda doctors, to ensure the utmost safety, purity, and efficacy. With all of the recent advances in healthcare and wellness, Purely Yours wanted to bring out the unique capacity of Ayurvedic medicine to meet individual health requirements by shifting the focus to each person’s needs. Working closely with qualified physicians at Purely Yours, we understood how each individual’s journey is different, and Ayurvedic prescriptions are tailored accordingly. Embarking on this project allowed me to delve into the intricate world of brand identity design and packaging design. This project provided an opportunity to create an outcome that truly aligned with the brand’s essence.