Designed for brand identity and recall!

Leaf Design is a branding and design consultancy firm that collaborates with entrepreneurial minds and businesses to help create integrated brand experiences, driven by radical insights and coherent strategies. Here’s a case study by Leaf Design on brand identity & communication, brand environment and brand packaging for their client Adret Retail Pvt Ltd. Client: Adret Retail Pvt Ltd
Sector: Healthcare
Product: Kapiva Ayurveda

Ayurveda is the holistic science of health, focused on maintaining a physically and emotionally balanced state. Kapiva is a fresh retail concept where the health and wellness of people is enabled by best Ayurvedic doctors, finest medicines and natural healthcare products. Envisaged through the idea of unique treatment for individuals, according to their body type, the nationwide chain of Ayurveda clinics aims to provide highest quality of product and service.

Kapiva is all about knowing, achieving and maintaining that harmony of good health. Our objective was to transform the way people perceive Ayurveda –– present it in a contemporary and purest form so as to be accepted as general practice.

We sought to build and develop a graphic identity with consumer education and awareness at its core to dispel myths and build assurance. The overall identity created a trustworthy, clear and straightforward look that spelt wellness and harmony.

Leaf Design is a branding and design consultancy firm that collaborates with entrepreneurial minds and businesses to help create integrated brand experiences, driven by radical insights and coherent strategies. Here’s a case study by Leaf Design on brand identity & communication, brand environment and brand packaging for their client Adret Retail Pvt Ltd.

Approach & Naming

We named the brand so as to represent the ideal tri-dosha balance of Kapha-Pitta-Vata, which is the basic core of Ayurveda for harmony of health.

Taking an elementary approach for the visual, we blended custom sans serif typography with basic geometry, where the circles became metaphor for the equilibrium of three doshas and the leaf in the centre represented purity.

Pure Ayurveda

The power of Ayurveda at its purest can heal people naturally. Kapiva does this by combining the best doctors, best medicines and broadest and most relevant range of natural healthcare products. Thus, the simple, striking and clear brand tagline of “Pure Ayurveda” spelt out the promise of healing with ayurveda at heart.

Ecologically Friendly

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 comes as a natural progression. All the print and promotional material uses natural colours and 100% recycled paper. It upheld and enhanced the pride of the person carrying the bag, as a bold statement of their solidarity with an eco-friendly world.

Retail Environment

In its quest for equilibrium, the clinic was built to inspire an elevated state of good health. With its soothing hues and informative yet personalised messages, the space re-assured consumers. This in turn made them comfortable, taking them closer to experience wellness.

We kept the visual language simple and natural. Taking inspiration from nature itself, using elements of herbs and leaves to illustrate compositions on to brown background. We aimed to bring about a sense of balance within the space itself, emulating the true harmony of body mind and soul that is Kapiva.

Signages

The doctor boards did not stop at mentioning the doctor’s name, qualifications and timings etc. They served as powerful brand extensions, emphasising the significance of the proposition at key touchpoints.

Brand Communication

The brand communication was kept powerful and memorable, and was mainly translated into simple posters in subtle and natural hues. The messaging was clear, easy-to-understand and reflected the simplicity of the brand at all times.

Packaging System

The comprehensive product range was split into classical (prescribed medication) and OTC products (over the counter). This allowed a visual system that was both different for two categories, yet emerged from the same family. To be in step with that division, we crafted a diverse yet unified language that could be applied across a large range of products.

Designing packaging for a healthcare brand always needs to inspire trust in the consumer that the product will meet their specific needs. To stay true to that requirement, we designed an informative system that allowed one to identify the nature of the products in 3 simple steps: key description, composition, benefits. This information architecture enabled a clear pattern across all products.

OTC Products: Over the counter products are typically known to be impulse-buys. Hence, we used a bold vertical colour block to make Kapiva products more appealing, identifiable and easily distinguishable from the Classical range as also on the shelf.

Classical Products: Ayurveda packaging typically reserves labels for name and ingredients as the traditional practice. Packaging for the Classical Range brought to life, the values of the apothecary look and feel. Blocking information as labels was supported with crisp typography and a vibrant colour system, allowing consumers to hone in on what they need. Ink illustrations of ingredients in the background brought alive the natural aspect of the products.

Kapiva Juices: Known for specialising in healthy living and natural food, it was vital for the packaging of Kapiva Juices to show the natural ingredients of its products in all its glory. Vibrant water color illustrations were used on the package front instead of pictures. The identity of solid color blocks was extended from the classical products to connote a clear communication between ingredients and the function of juice, making the messaging extremely clear to the user.

Packaging Design

The Kapiva packaging was a predictive extension of the traditional practice of packaging in Ayurveda that reserves labels for the name and ingredients. Bringing alive the apothecary look and feel, we used blocking information as labels and supported them with crisp typography and a vibrant color system. This clear segmentation allowed consumers to hone in on what they need at all times. Ink illustrations of ingredients formed an informative background to convey the pure and natural quality of the products.

Kapiva was built with a mission to transform the way people perceived Ayurveda. It sought to re-establish how Ayurveda is all about knowing, achieving and maintaining that harmony of good health, so that it can be accepted by masses as a general practice. Kapiva has built its products on the ethos that good health is a balance between nature and the human body – and thus its products are created through the union of both elements.

The packaging had a specific objective to infuse a vibrant, relatable and contemporary look. We built the system on five key premises: Users, Functionality, Aesthetics, Technology & Nature.

The packaging segmented a massive range of products by bringing it into a predictable system of colouring and patterns. While the hues stood out on the shelf, bold ink illustrations served as gentle reminders of the products being natural at heart.

The illustrations represented each product’s active substance and generated the consistent balance between technology and nature. The fonts along with the numerical identification system complemented the natural personality established by the brand’s name and logotype. Combined with clean layouts, the packaging reinforced the pure, practical and scientific character that permeated the brand.

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