Mul Secrets
Modern Ayurvedic Wellness
Copywriter
[Brand Identity] [Packaging]
[Brand Film]
At Yellow Creative Agency
Press: [Packaging of the World]
The Brief
A skincare and wellness brand that brings together Ayurveda and modern science through its topical and edible offerings.
The Brand
In the last decade or so, Ayurveda has been all the rage within the wellness community where each brand would find a new angle to solve a problem and create an entire brand around it. As the landscape started populating, it became increasingly difficult to create something that actually has something fresh to say.
The name 'Mūl', derived from Sanskrit, stands for ‘the Source or Origin’
With Mul Secrets, the product itself offered us a unique proposition to work with as well as the primary target geography which were India and the Middle East. Ayurveda is already well established there hence we didn’t have to spend a lot of time simplifying them, we could say how it was and call Manjistha, Manjistha.
The brand has a couple of major pairings going for it, science and Ayurveda, edibles and topicals — hence we treated it as a union of the two, one is made better with the other, both ways.
That’s how we arrived at holistic wellness, it’s a system that takes a lot of guesswork out and provides you with effective answers to your concerns.
The design really drives the messaging home, incorporating traditional Indian art with science-ish labelling, again it’s a strategy to create a plane where both of these worlds can coexist.
The Copy
The brand archetypes given to Mul were the sage and the creator. These two paved the way for the copy. It’s simple, informative and can be a little self-indulgent, at times. Although, I feel the copy adds a light airy feel to the brand, not being too overpowering and only being where it’s needed.
The brand manifesto and story were written a bit extravagantly, and that is what the brand needed to try and give it some distinction from other classic Ayurvedic brands. It acted as a good take off point for the brand communications.
