Earth, wind and fire

Deliverables
Brand Concept
Packaging Design

Ayu is a range of skincare products, designed and developed for lifestyle brand Nordal. Ayu is based on the ancient Indian science of life – Ayurveda – a holistic approach to life aimed at creating the perfect balance of body, mind and spirit. Your lifestyle, and what you put in and on your body, affects your internal and external well-being, and that includes your skin too.

All Ayu products are produced in India, using natural herbs and oils that are specially formulated to restore your skin’s innate balance. By understanding Ayurveda philosophy and how your unique makeup (or ‘doshas’) interact with your body and skin, Ayu helps you choose the right type of care to balance your skin, giving you smoother, clearer and healthier skin.

Doshas are the name of the dynamic life energies that shape our body and personality type – Vata, Pitta and Kapha – with usually one, or sometimes two doshas, being predominant.

These three doshas have been the foundation for the concept and packaging design, dividing all designs into one of these doshas.
Vata is typically translated into air, Pitta into fire and Kapha into soil. Each is reflected in the graphics of the packaging.