The consultancy started working on the project about nine months ago without a pitch, having been the main creative agency working with the brand since rebranding it six years ago.
Alongside new packaging featuring a silver swirl motif, The Space Creative also advised on brand positioning and strategy; the e-commerce website and the launch campaign. Campaign materials also feature the silver motif, which aims to ‘tap into the brand’s heritage’.
The linework around the packaging aims to suggest the organic, herbal properties of the products.
David Thomson, creative director at The Space, says, ‘with Pukka Ayurveda we wanted to communicate the purity of the products, whilst injecting a sense of efficacy – vital attributes in the skincare market.’
He adds, ‘It’s a brilliant product but if you go in with floral, patterned packaging people aren’t going to believe it works – no matter how nice it looks or smells. The design is clean, almost a bit scientific but also elegant and beautiful.’
Sebastian Pole, Pukka’s founder and herbalist, adds, ‘They have “packaged” our ideas beautifully, giving our whole brand integrity and cohesion.’
The range launches in health-food shops and online this week.