Ayurveda Packaging
Summary of the Brief:
Create a package that serves a purpose and enhances the product through typography. Flesh out a design concept that attracts the attention of the customer while providing information about the product and offering an overall experience at the same time. To do this, choose 1 out of the following 4 ISTD briefs: Silence is golden, invisible cities, putting things in order and biophilia.
Biophilia:
Biophilia refers to the love of nature. Create a typographic piece that provides an indirect experience and celebrates our human connection with nature.
Deliverables and Specifications:
Strategy (250-500 words).
Research and sketchbooks.
Concept development, design and realisation.
Typographic skills.
Specifications.
Presentation.
Rationale:
The chosen brief for this ISTD project revolves around the term biophilia, meaning a love for nature. This immediately brought me to the concept that everything in nature consists of five elements, known as the element’s theory. Through doing in-depth research surrounding these elements, I came across the science of Ayurveda – a traditional medicine system that makes use of the elements theory to create balance within our bodies and connect us to nature through diet and lifestyle choices. The three constitutions used in Ayurvedic profiling, namely Pitta, Vata and Kapha, became the basis from which I derived my design approach. As Ayurveda is mostly used in Hindu practices and traditional yoga, I wanted to create an original typeface inspired by Hindu culture and typography. This includes intricate and decorative detailing and varying line thicknesses and curves inspired by the female form, using the font ‘Creattion’ as the foundation upon which the custom font was built. Avenir Light is used as the main body copy font, with Charter Roman as the supplementary font.
Research & Concept Development:
The visual elements for each constitution have received their own treatment based on the elements of nature which it represents. Pitta (fire and water) is inspired by smoke, Vata (ether and air) is inspired by space and the constellations, and Kapha (earth) by plants and flowers. These visuals are combined with typography to create three unique design outcomes seen on the supplement boxes and inside the pamphlet. The illustration on the outside of the box has taken the separate elements and combined them in an illustrative style that matches the rest of the design. The product itself, targeted towards an audience which has an interest in alternative healing and Eastern practices, is a box containing three separate supplement containers for each constitution. Each of the individual supplements contains natural herbs and spices aimed at balancing one’s dominant constitution and thus connecting the customer to nature. The box is designed in such a way that it includes a pamphlet, which gives further information on what Ayurveda is and how it works, in its design. At first glance, the outside of the box appears dark with a slightly textured appearance. However, once the ‘doors’ are opened to reveal the pamphlet, or the draw is pulled out to show the supplement boxes, the user is confronted with a bright gradient of three colours – orange, yellow and blue - each representing a different constitution. This represents the contrast between the urban and natural environment, with the gradient showing how all three constitutions are interconnected. The box itself, made with white triplex, has been built by hand and
mocked-up in photoshop. The measurements of the final outcome
are as follows:
• Outer box: 155mm (width) x 130mm (length) x 50mm (height)
• Pamphlet: 310mm (width) x 130mm (length)
• Supplement boxes: 43mm (width) x 43mm (length) x 150mm
(height
