Creative direction, Packaging Design: Dusia Alexeeva
Objective: The Asha project aimed to incorporate ancient Ayurvedic principles into a modern cosmetics line, requiring the integration of the three doshas and the five elements into the design. The challenge was to visually represent these rich, traditional concepts while appealing to a global, contemporary audience.
Process: Drawing from Ayurvedic philosophies, I crafted three distinct design directions, each reflecting the balance of the doshas (Vata, Pitta, and Kapha) and the five elements (earth, water, fire, air, and ether). The designs were visually distinct but grounded in the same underlying principles of harmony and nature. Through the use of organic textures, earth-toned colors, and symbolic iconography, I aimed to create packaging that not only appealed to the senses but also communicated the product's roots in ancient holistic wellness.
I collaborated closely with the client to ensure that the designs captured the essence of Ayurveda while being accessible to modern consumers. Packaging materials were chosen for their sustainability, aligning with the brand’s natural ethos.
Outcome: The final design succeeded in merging the timeless wisdom of Ayurveda with the aesthetics of contemporary beauty packaging. This project underscored my ability to translate complex, cultural concepts into a visual language that resonates with a modern audience, resulting in a product line that reflects the best of tradition and innovation.
