VEDAEARTH

THE CONTEXT

When VedaEarth approached me, they had a very familiar packaging problem: too much sameness. With over 50 SKUs across skin and haircare, the products looked so alike that customers had a hard time telling them apart. While visual consistency can often be a goal in packaging design for a large product range, in this case, it resulted in a significant setback by failing to differentiate over 50 products in the market.

Worse, the brand’s core proposition of ‘Ayurvedic aromatherapy’ wasn’t coming through. The packaging felt clinical, flat, and anonymous – like something you’d find at the back of a pharmacy shelf. It didn’t evoke the luxurious, therapeutic, sensory experience that the products actually delivered, or the 'spa-like' feeling that the brand's founders were after.

THE APPROACH

I proposed a shift from designing for individual SKUs to building a scalable packaging design system.

Designing a system, rather than one-off artworks, ensures long-term consistency and flexibility. As a brand’s range grows, a thoughtful system makes it easy to extend the design language across new formats, ingredients, or benefits. It strengthens brand equity, simplifies internal workflows, and creates a more recognisable presence on the shelf.

With that in mind, I developed a modular visual system based on a mix-and-match combo of ingredient-focused illustrations and colour coding by range. Each SKU was treated as a character within the same visual universe – united by structure, but distinct in colour and illustration. Hand-drawn botanical elements brought in tactility and charm, while a consistent layout maintained cohesion.

The system was designed to be flexible – whether VedaEarth expanded by ingredient (e.g. vetiver, lavender) or benefit (e.g. calming, clarifying), the design language would hold.

THE OUTCOME

• 56+ SKUs redesigned with clear product differentiation

• Packaging that evokes calm, care, and quality, aligning with spa-like positioning

• A scalable visual identity ready to accommodate future growth

• Stronger shelf presence, clearer product navigation and stronger brand recall at retail