Crafting a Modern Ayurvedic Identity: Green Goose Designs Puraveda for Reliance Retail
Crafting a Modern Ayurvedic Identity: Green Goose Designs Puraveda for Reliance Retail
Reliance Retail has entered the upper-level Ayurvedic beauty market with the launch of a well-curated brand, Puraveda, that marries ancient wellness with modernity. It was developed as a part of brand strategy and design consultancy Green Goose Design (GGD), a creative studio which is kept under the umbrella of The Communication Council for its more premium design and luxury branding work.
Puraveda’s introduction features one of the largest ranges of Ayurvedic products to date, with over 50 products in skincare, haircare, and body wellness. GGD was engaged right from the beginning for brand identity development across the entire consumer journey & collective touchpoints – from naming ideation and logo development, to packaging and tone of voice. They delivered a brand that both looked and felt as considered, and elevated to the Ayurvedic rituals it represents.
A custom crest logo, with symbols around the lotus, hibiscus, rose, and neem, articulates central themes for Puraveda’s design narrative. Each individual image signifies a hero ingredient in Ayurvedic formulations. Together, they also serve as a visual reference for natural beauty, purity, and tradition, whilst also being aspirational as a representation of nature.
The packaging of the brand tells its own story through a soft palette of beige, peache, pink, yellow, and green that evokes calmness, elegance, and accessibility. Every design choice conveys Puraveda’s ideals — a combination of heritage and evolution.
Arjun Sawhney, the Director of TCC-GGD and a recognized voice in luxury branding, explains,
“With Puraveda, we wanted to create a brand identity that was imbued with traditional Ayurvedic logic but engaged with a modern, refined audience. The crest communicates the sacredness of Ayurveda while the pastel tones introduces a clean, contemporary language.” It’s where authenticity meets aspiration.”
More than a visual system, GGD infused Puraveda’s voice and brand personality with values of purity, balance, and conscious self-care – with attention to detail from the product labels to the unboxing, for consumers looking for tradition and innovation.
Through this partnership, Green Goose Design continues to change the practice of storytelling through design — creating brands that are visually stunning, but also authentically tied to their purpose and audience.
https://www.puravedaorganics.com/
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