Zydus Wellness, leading the market with its Sugar Free franchise, approached DY to make Sugar Free Green mainstream by bringing it into new households.

dycode

suger free

They developed stevia based sweeteners flavoured with the goodness of Ayurveda.

Stevia comes in alignment with the massive shift towards consuming ‘natural’ ingredients.

The packaging and hence the communication had to ensure that the new offering has a departure from the current clinical perception.

dysrupt

We began deconstructing the world of Ayurveda. From mass consumer goods to luxury, Ayurveda has captivated the consumers’ imagination and hence it was imperative to find the nuanced space for Sugar Free Green Veda.

green veda

It had to be subtle, yet should instantly strike a chord with the consumer seeking the benefits of Ayurveda in a sweetener.

dysign

 
A minimalistic interpretation of Ayurveda was created with a gold chakra embodying the goodness of health and a rendition of the mortar (mortar and pestle) as a variant/flavor highlighting unit. This resonates with the Ayurvedic credentials of the product – mixing the flavor extracts and the stevia leaf extracts. The design language has been carried forward in the TVC and other communication touch-points.
 

It's crucial as well as a delicate task to hit the right spot while designing Ayurveda, especially today when there is a sea of sameness from popular mass brands to luxury all harping on the same. - Rajan Luthra

Rajan Luthra

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