Vedi :: Brand Identity Design

The Hempcann Group approached us with an exciting challenge: to create a distinctive brand name and identity for their upcoming Ayurvedic and organic lifestyle brand. Our task extended beyond naming—we were entrusted with shaping the brand's personality and weaving a compelling narrative that would resonate deeply with its audience.

The brief called for a sophisticated yet relatable identity that speaks to a broad demographic—health-conscious individuals aged 18 to 60+—while particularly appealing to the English-speaking millennials, Gen Z as well as middle-aged individuals in residing in metro, tier 1 & 2 cities. This audience values Non-GMO, vegan, and organic lifestyles and seeks alignment with brands that champion sustainability, fair trade, and the empowerment of Indian farmers.

Guided by the pillars of good health, natural care, and holistic well-being, we set out to create a name and identity that authentically embodies the brand’s vision and connects meaningfully with its audience.

The idea was to look for Indian Sanskrit words that resonate with the initial brief and brand workshops we held with the client. The client wanted to emphasise on the science of Ayurveda, however the business requirement was that the word itself should be easily recallable for a global audience. Since it was a Direct to Consumer (D2C) brand that wanted to sell on its own website and through online marketplaces, the mandate was to have an available domain name. After three days of brainstorming for words, we created a list of around 30 names and rejected 25 of those, leaving us with five options to present to the client:

1. Jeevada 2. Anaha 3. Isya 4. Mritsaa 5. Vedi

Well, we were so excited to see that there were synergies between the client and us! The client chose the brand name which was our personal favourite too - Vedi. And Vedi it was! It was time to design the brand identity, brand logo and all things D2C. We even did its packaging! if you want to delve into that process and see how we arrived at the final logo, click on the Behance image link below.

A brief journey into our first thoughts, the emotions they represented, and finally mapping the brand personality for each of these brand name options.