Powered by Ayurveda Superfoods, the New York based Elements brand makes clean and functional dairy-free chocolates and plant-based cocoa snacks. Their rebranding required us to emphasised the Ayurvedic foundation, particularly highlighting their deep roots in the Indian subcontinent while appealing to an international audience.

We aimed to create a brand mark that embodies the core principle of Ayurveda, which states that the entire universe is composed of five elements governing the body’s essential physiological functions. The mark features five interconnected circles emerging from the centre, subtly incorporating a leaf motif. When these elements work in harmony, they create a blooming effect. Our overarching goal was to infuse the brand image with the same sense of balance and harmony that is inherent in the products themselves.

After finalising the logo design, we extended this concept to create packaging that embodies the same sense of harmony and the essence of Ayurveda, infusing it with an authentic Indian aesthetic.

We took reference from the Indian art form of Madhya Pradesh called Gond art and created a visual language for the brand. This art form depicts man’s close connection with their natural surroundings, offering reverence to nature while exuding equilibrium. For each package, we carefully selected the animals for their qualities and illustrated them to match the various flavours and products.

In an emerging market for healthy cacao-based products in America, the distinct packaging for Elements has set them apart to a degree where customers have been attracted to buy the product due to the engaging packaging influenced by Ayurveda.