Design Stack rebrands SoulTree, an ayurvedic range of beauty and wellness products. Inspired and rooted in nature, the proposition of Truth is central to the brand: from its organic and ethically sourced ingredients, to its eco-friendly and in-house manufacturing processes.
Nurture is the focus of the SoulTree word mark, where the arm of the ‘r’ extends protectively to create a canopy of shade akin to a tree. The Serif typeface lends a softness to the logo and reiterates the nurturing aspect of the brand. We also created the SoulTree seal, a three-leaved herb.
Rendered in a finger-print style, it represents the 3 SoulTree truths – Ayurvedic, Organic and Ethical. The brand colours of Turmeric, Mehendi, Indigo and Vermillion point to Indian roots, while creating a clear brand architecture. The copper adds an authentic Ayurvedic touch and makes the product more premium.