Earthy Souls
Branding
Illustrations
Packaging
About the Brand
Earthy Souls is a natural wellness brand incorporated in Australia, bringing the wholesomeness of Indian organics to the Australian market. With recipes for teas, cookies, and makhanas rooted in the goodness of Ayurveda, the brand stands for holistic healing, nutrition, and mindful living.
Problem Statement
While Earthy Souls’ products reflected authenticity and high quality, their existing packaging didn’t capture the essence of their story. The brand needed an identity that celebrated its Indian roots while resonating with an Australian audience. They wanted packaging that could embody the warmth of Ayurveda, the spirit of nature, and the aesthetic of Indianness without losing its global appeal.The current packaging wasn’t doing justice to the quality of the product and the story. The aesthetic of the packaging needed Indianness.
Creative Solution
The breakthrough came when we discovered a compelling parallel between two ancient art traditions, India’s Bhil Art and Australia’s Aboriginal Art. Both art forms tell intricate stories of nature, healing, and community through vivid colours and organic patterns. We infused the shared visual language of Bhil and Aboriginal art into packaging for Earthy Souls. Building on the cultural bridge established in 2023, Mansi Bhatia, Founder of Earthy Souls returned with a new challenge, creating packaging for their makhana (fox nuts) range that would continue this meaningful design narrative.
Here's where the tribal art form of Bhil meets modern flavour communication, and ancient food science finds its visual. The different flavours, such as savoury, spicy, and zesty, are represented by motifs of salt and pepper bottles, red chilli, and green chilli, respectively, which are woven into the Bhil art.
By fusing elements from both, we created a visual language that felt at once local and global, an artistic bridge between India and Australia. Earthy tones met vibrant modern shades, reflecting wellness and vitality. The core ingredients of each product, be it the calming teas, nourishing cookies, or wholesome makhanas, were illustrated in design packaging that was as soulful as the products themselves.
About the Brand
Earthy Souls is a natural wellness brand incorporated in Australia, bringing the wholesomeness of Indian organics to the Australian market. With recipes for teas, cookies, and makhanas rooted in the goodness of Ayurveda, the brand stands for holistic healing, nutrition, and mindful living.
Problem Statement
While Earthy Souls’ products reflected authenticity and high quality, their existing packaging didn’t capture the essence of their story. The brand needed an identity that celebrated its Indian roots while resonating with an Australian audience. They wanted packaging that could embody the warmth of Ayurveda, the spirit of nature, and the aesthetic of Indianness without losing its global appeal.The current packaging wasn’t doing justice to the quality of the product and the story. The aesthetic of the packaging needed Indianness.
Creative Solution
The breakthrough came when we discovered a compelling parallel between two ancient art traditions, India’s Bhil Art and Australia’s Aboriginal Art. Both art forms tell intricate stories of nature, healing, and community through vivid colours and organic patterns. We infused the shared visual language of Bhil and Aboriginal art into packaging for Earthy Souls. Building on the cultural bridge established in 2023, Mansi Bhatia, Founder of Earthy Souls returned with a new challenge, creating packaging for their makhana (fox nuts) range that would continue this meaningful design narrative.
Here's where the tribal art form of Bhil meets modern flavour communication, and ancient food science finds its visual. The different flavours, such as savoury, spicy, and zesty, are represented by motifs of salt and pepper bottles, red chilli, and green chilli, respectively, which are woven into the Bhil art.
By fusing elements from both, we created a visual language that felt at once local and global, an artistic bridge between India and Australia. Earthy tones met vibrant modern shades, reflecting wellness and vitality. The core ingredients of each product, be it the calming teas, nourishing cookies, or wholesome makhanas, were illustrated in design packaging that was as soulful as the products themselves.
Inspired by Bhil Art and Aboriginal motifs, we crafted packaging that symbolises the fusion of cultures, celebrates nature, and tells Earthy Souls’ story with authenticity and beauty.
