BRAND IDENTITY
Savsani is a lifestyle brand that aims to offer subscriptions and products based on ancient Ayurvedic practice. Savsani translates to ‘a bridge to wellness’ and is also the founder’s name. The brand takes inspiration from
the symbols and visuals from the founder’s Indian culture.
We partnered with them to create a holistic brand system that would work across physical and digital mediums and remain truly authentic to the brand’s values of being timeless, earth positive and holistic.
The doshas (.) are biological energies found throughout the human body and mind that govern all physical and mental processess and provide every living being with an individual blueprint for health and fulfillment. The doshas derive from the five elements and their related properties.
Started by Sheena Patel, Savsani was a coming together of all her own experiences as a yoga pracitioner and her learnings from her grandmother, Baa.
The brand’s offerings were a subscription and products that were earth positive, organic and authentic. The identity had to echo these values and bring age old Indian wisdom in a contemporary way.
Headquartered in Boston, USA, Savsani had to stand out in a category overcorwded with false information about ayurveda and wellness.
The brand had to look and feel authentic and stay away from Indian cliches of it looking too kitschy. The brand’s voice was found in old indian art, sculpture, photographs and Baa’s teachings.
As a brand identity sytem we used multiple visual elements that could work well in tandem and never get tiring. We decided to derive visuals from India and it’s connection to Sheena, as she was the main voice of the brand.
This led to modern graphics of old gujarati textiles, sculptures, art and even yoga books. The colors were also inspired from hues found in India.
