Just Herbs

Just Herbs – Redesigning an Ayurvedic Brand for the Modern Consumer

This project involved the complete rebranding of Just Herbs, an Ayurvedic wellness brand founded in 2010 in Chandigarh, India. Despite its clean and honest formulations, the brand lacks visual impact, emotional connection, and relevance to modern urban audiences. Through a combination of research, design, and strategic thinking, this project sought to reposition Just Herbs as an aesthetic, authentic, and emotionally resonant Ayurvedic brand for Gen Z and Millennials.

Brand Background

Existing Logo

• Industry: Ayurvedic Health & Wellness
• Category: Skincare, Haircare, Wellness, and Herbal Cosmetics
• Founded: 2010, Chandigarh
• Target Audience: Urban Millennials & Gen Z (ages 20–45)
• Competitors: Forest Essentials, Khadi Natural, SoulTree, Biotique

Problem Statement

Despite offering high-quality herbal products, Just Herbs struggles with:

❌ Low Brand Awareness

❌ Weak Visual Identity – The logo lacks Ayurvedic symbolism and visual recall.

❌ Unmemorable Packaging – Considered “clean but boring” by most respondents.

❌ No Emotional Engagement – Especially with Gen Z who value aesthetic & narrative-rich brands.

❌ Forgettable Ads – Over 70% surveyed had never seen or remembered any Just Herbs campaign.

Research Summary

Secondary Research:

Evaluated existing logo, packaging, website, and campaigns.

Benchmarked against direct competitors like Forest Essentials and Biotique.

Primary Research:

Conducted a Google Form survey with 25 participants.

Key findings:

• 80% had never heard of Just Herbs.
• Brand described as “boring,” “generic,” and “not Ayurvedic-looking.”
• Packaging lacked aesthetic appeal or shelf presence.
• Advertising had low recall and minimal emotional resonance.

Rebranding Goals

✔ Introduce Ayurvedic symbolism without appearing dated
✔ Build visual recall with unique, clean, modern typography
✔ Design packaging that feels premium, natural, and shelf-worthy
✔ Develop emotionally engaging ad campaigns aligned with millennial values
✔ Position Just Herbs as an authentic-yet-modern wellness brand

Solutions Designed

➜ New Logo Identity – Inspired by Ayurveda, nature, and clean geometry
➜ Revamped Packaging System – Earthy palettes, symbolic motifs, and modern serif/sans typography
➜ Print & Social Media Campaigns – Designed to evoke trust, elegance, and modern self-care
➜ Brand Guidelines – Defined tone, fonts, color palettes, and visual principles.

Tools Used

➜ Adobe Illustrator
➜ Photoshop
➜ Figma
➜ Google Forms (for survey research)