KAYTRA : A CELEBRATION OF INDIAN BEAUTY THROUGH BRAND & PACKAGING DESIGN
Kaytra is a brand of the AVA GROUP which was launched as a joint venture with India’s most celebrated beauty expert – Ambika Pillai. Kaytra is a brand that applies age-old Ayurvedic knowledge to create a range of skin and hair-care products. The Brand needed an identity and a complete packaging development to depict the key philosophy of the Brand that was a celebration to Indian Beauty.
TRADITIONAL IN ITS ROOTS BUT MODERN IN ITS APPROACH KAYTRA PRODUCTS ARE A CELEBRATION TO INDIAN BEAUTY
The product identity and packaging, utilized an illustrative style to communicate a hand-crafted sensibility. Drawing on the past for inspiration has always been a very valid technique to capture a sense of nostalgia and a more wholesome aesthetic. Nature has in its store some of the best solutions for all kinds of beauty related issues. Ayurveda our very own Indian science of medicine, hailing from ancient times is a storehouse of a number of herbal remedies. So it was refreshing to take cues from the past.
TO SURRENDER TO THE BOUNTIES OF NATURE AND TO THEIR MAGICAL POWERS KAYTRA IS A REFLECTION OF ONE’S INNER BEAUTY
The process began by first understanding the key components of the products i.e.; extracts of natural herbs, fruits, flowers etc. that were carefully handcrafted by the beauty expert herself. This conclusion gave way to a journey which lead to a marriage between Kaytra’s USP (of all things natural) and its philosophy of being a celebration to Indian Beauty. The result was a packaging design which comprised of beautiful hand-painted ingredient illustrations and a personal note from Ambika Pillai.