Karmic visual strategy, packaging design & website illustrations
Design Challenge
Karmic is a new UK based mid-premium luxury personal care brand that is inspired by the ancient Indian science of Ayurveda. Started by Indian entrepreneur Uday Ahuja, this skincare brand has a unique USP of having waterless and concentrated skincare products that last longer. The brand launches in 2023 with a range of 14 skincare & haircare products. I had the opportunity to work with them on their packaging, website and social media graphics.
Process
I worked closely with the founder Uday and with writer Pranav Mathur to create a visual strategy for the brand which would extend across packaging, website, social media and other communication material.
The visual language of the brand is inspired from the Indian folk art of Pichwai - a 400 year old painting style that originated in Rajasthan, India. Pichwai is characterized by its intricacy and detail which we tried to bring into the visual language for Karmic. Visual elements inspired by India like the jharokha windows added to the set of Indian motifs that form the visual aesthetic of the brand.
Karmic is a new UK based mid-premium luxury personal care brand that is inspired by the ancient Indian science of Ayurveda. Started by Indian entrepreneur Uday Ahuja, this skincare brand has a unique USP of having waterless and concentrated skincare products that last longer. The brand launches in 2023 with a range of 14 skincare & haircare products. I had the opportunity to work with them on their packaging, website and social media graphics.
Process
I worked closely with the founder Uday and with writer Pranav Mathur to create a visual strategy for the brand which would extend across packaging, website, social media and other communication material.
The visual language of the brand is inspired from the Indian folk art of Pichwai - a 400 year old painting style that originated in Rajasthan, India. Pichwai is characterized by its intricacy and detail which we tried to bring into the visual language for Karmic. Visual elements inspired by India like the jharokha windows added to the set of Indian motifs that form the visual aesthetic of the brand.
Role ︎︎︎ Art director, designer, illustrator
Type of work ︎︎︎ Visual strategy, packaging design, illustration
Team ︎︎︎ Uday Ahuja, Pranav Mathur, Boski Jain
Published ︎︎︎ 2023
Type of work ︎︎︎ Visual strategy, packaging design, illustration
Team ︎︎︎ Uday Ahuja, Pranav Mathur, Boski Jain
Published ︎︎︎ 2023
Packaging design
The visual approach was inspired from the vining lotus patterns that are common in Pichwai paintings.
2-3 key ingredients in each of the 14 Karmic products were illustrated to create 14 unique vining patterns for the brand. I worked with illustrator Boski Jain who created these. Colours were carefully curated across the set to match the brand colours of teal and golden yellow.
Few ingredients illustrated were neem, triphala, sal butter, bakuchi, saffron, brahmi, sunflower, seabuckthorn, amla and many more.
Website visuals
I worked closely with Uday to create the visual language for the website. The typography, illustrations, icons, motifs and colour palette were carefully created to match the overall visual language of the brand.
Floral motifs were created from the pacakging illustrations and were sprinkled across the wesbite. The jharokha window motif was used across the website to showcase images. I created additional Pichwai-style illustrations for footers, sign-up banners and a few of the secondary pages.
Social media graphics
I created a set of social media templates that would be used before and after brand launch for a few months. The templates carried forward the colour palette, icons, motifs and graphics of the brand.
