Pitch presentation for the launch of an Ayurveda brand. The brief was to showcase Ayurveda as a way of life and reintroduce it to the Indian audience in an interesting manner. We used the three Doshas – the fiery pitta, the cool vata and the grounded kapha as symbols to create a story.
Although Ayurveda is not a proven science, it’s knowledge is age old and passed on through the centuries. We depicted this by using the concentric circles found in trees to convey:
Knowledge through centuries / balance of mind / harmony of spirit.
An individuals constitution is based on either of the three doshas or a combination of all. Keeping this in mind we created the entire campaign to make Ayurveda more easily understandable and accessible to the masses. The colours were used as first level identifiers since the products would be bought based on which ‘dosha’ a customer belonged to.
The entire campaign was created using images found in creative commons archives and layered water colours.
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