OPTIMIZED BRANDING PROJECT
Deliverables:
SWOT Analysis
Brand Analysis
Art Direction
Visual Showcase
Campaign Concepts
This project is all about breathing new life into SOMA Ayurveda. I wanted to re-imagine the brand’s identity by weaving the five Ayurvedic elements into its storytelling and visuals. The goal? To create a cohesive, nostalgic, seductive and luxurious experience that truly honors its roots while elevating its fragrance line into something unforgettable.
SWOT ANALYSIS
| Strengths | Weaknesses |
|---|---|
| High-quality Ayurvedic ingredients | Lack of cohesive visual storytelling |
| Good press and reputation | Minimalist design lacks emotional connection to the scents |
| Unique, luxurious product offerings | Limited brand awareness and momentum |
| Opportunist | Threats |
| Expand digital presence through influencer partnerships | Growing competition in the luxury wellness space |
| Collaborate with high-end brands for events and pop-ups | Consumer fatigue from similar wellness-focused brands |
| Leverage Ayurvedic education for storytelling | Difficulty in creating widespread brand recognition |
| Develop interactive real & digital experiences | Potential disconnect between product offerings and broader wellness trends |
Brand Analysis
- Typography: A minimalistic, clean logo, as it ensures the brand appears timeless and upscale
- Tone: opulent, nostalgic, enigmatic, intimate
- Positioning: The emphasis on fine craftsmanship, quality oils, and fragrances positions the brand as a high-end option in the fragrance market.
Imagery: The use of nostalgic. culturally rich and simple imagery aligns well with the brand’s luxury and exclusive positioning.
Howerver, the use of various types of imagery-such as flowers, cities and vintage photographs, influencers- might lack consistency.
Art Direction
step 1: align 5 elements of Ayurveda in already existing product imagery
Ether: Kerala Forest doesn’t quite capture the intangible, expansive nature of Ether. So I decided to rename it to Chandni Lumière. Combining Chandni (meaning moonlight) with Lumière (meaning light) creates a fragrance that feels both luminous and mysterious, an essence of space and light that evokes a sense of infinite possibilities. It’s a perfect way to express the quiet, glowing power of ether.
Air: The delicate florals, musk, sage, and mandarin in Bombay Fleur all align perfectly with Air’s qualities. Air is light, fresh, and boundless, just like the fragrance’s ability to evoke sensuality and a feeling of nocturnal blooming.
Fire: Vanilla Muse embodies the fiery essence of transformation, passion, and boldness. Its intoxicating blend of sweet vanilla, fruity strawberry, and daring leather ignites the senses, while radiant amber and citrus add warmth and depth. This scent evokes confidence, sensuality, and an undeniable magnetism, leaving a lasting impression.
Water: Old Delhi Oudh flows with the fluidity and depth of water, embodying mystery, emotion, and sensuality. Its dark, woody aroma of agarwood, softened by mandarin and pink pepper, mirrors the ever-shifting tides of intensity and calm. This scent evokes a sense of grounding allure, deep connection, and quiet strength.
Earth: Mysur Sandalwood is rooted in the earthy essence of stability, richness, and timeless allure. The smooth, creamy sandalwood blends seamlessly with nutmeg, violet, and lily, evoking the enduring strength and nurturing warmth of the earth. This scent inspires tranquility, balance, and a classic sophistication.
step 2: create mood boards for story telling inspiration
1.Ether: Chandni Lumiere- transcendant, mystical, minimalist
2. Air: Bombay Fleur- Curious, Free, Flirty
3. Fire: Vanilla Muse- Confident, Seductive, Fearless
4. Water: Old Delhi Oudh- Deep, Enigmatic, Sensual
5. Earth: Mysur Sandalwood- Grounded, Timeless, Elegant
Step 3: Visual showcase
The following mock ups elevates the brand’s aesthetic by unifying product imagery with skin, physical locations, and natural Ayurvedic elements-crafting a luxurious yet uniquely personal experience for each scent while reinforcing a strong, cohesive brand identity through meaningful symbolism and storytelling
Key Insights and Takeways
The previous branding lacked strong visual storytelling-while minimalism has its place, evoking scent, nostalgia, and Ayurvedic inspiration requires richer, more cohesive Imagery. The use of term ‘Ayurveda’ feels more like a brand heritage nod rather than a fully integrated element of the products. The lack of clear connection between Ayurvedic principles and the product offerings can create some disconnect, especially for customers who seek authentic Ayurvedic experiences. The existing visuals felt disjointed, with no clear connection between scent names and their origins. While only one name was changed in this project, a more intentional approach to naming and narrative development would help strengthen the brand’s Identity and create a deeper emotional connection with its audience. The products themselves are well-crafted, but to make a lasting impact, brand reinforcement must come from momentum and multiple directions. A more aggressive influencer strategy, exclusive events, and high-end collaborations would increase visibility and desirability, positioning the brand as a leader in the luxury wellness space.
To build on the foundation of solid products, digital marketing initiatives should complement the branding efforts. A refined social media strategy, focused content marketing, and targeted paid ads would help to attract the brand’s desired audience. Integrating Ayurvedic education into the narrative would elevate the brand beyond just a fragrance line, positioning it as a holistic wellness experience. Additionally, creating interactive experiences like scent quizzes or AR filters could deepen customer engagement and reinforce the brand’s luxury and wellness identity. By incorporating these elements, SOMA Ayurveda can create a more cohesive, elevated presence that resonates with consumers on both a sensory and emotional level.
Campaign Concepts
- Influencer-exclusive dinner at botanical gardens, creating an immersive experience tied to scent and nature.
- Align products with Ayurvedic seasonal rituals. Highlight how fragrances balance the body’s needs during different times of the year.
- Luxury pop-up experience featuring sensory elements like jasmine-infused oil massages for a lasting impression.
- Strategic partnerships with high-end brands-collaborations with fashion week designers or premium self-care products.
- Brand placement in high-end yoga and Pilates studios, offering exclusive scents for purchase in an aligned wellness space.
- Limited-edition seasonal launches inspired by specific Ayurvedic rituals, engaging customers with storytelling and exclusivity.
- Immersive scent exhibitions where customers can experience the five elements through interactive installations.
- Editorial partnerships with luxury lifestyle magazines to reinforce the brand’s narrative in a refined, aspirational way.
- Reposition Abhyanga (Ayurvedic self-massage) as an essential ritual-educating the public on its benefits while showing how SOMA Ayurveda elevates this practice into a luxurious, sensory experience through high-quality formulations and intentional fragrance.
Disclaimer
This project is a conceptual branding exercise created for personal development purposes and is not affiliated with or endorsed by SOMA Ayurvedic. The work presented here, including design, strategy, and campaign concepts, is intended as a mock-up and does not reflect the actual branding or marketing materials of SOMA Ayurvedic. Any suggestions or recommendations provided are solely based on my creative interpretation and are not a critique of the existing brand. I have great admiration for the brand’s current aesthetic and products, which is why I chose it for this exercise. This project is for educational purposes only and does not represent a professional engagement with SOMA Ayurvedic.
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