Branding, Packaging
5 weeks
30 hours
Figma, Illustrator, Photoshop
Hākabē sought to find a holistic way to tackle inflammation and oxidation through the traditional Indian methods of Ayurvedic medicine. In response, Hākabē created their luxurious coconut milk kefir turmeric, black seed oil, and pepper smoothie. All that was left was to created was a brand identity, packaging, and a website to highlight it’s delicious, anti-inflammatory healing goodness.
Drawing on the modern luxury product packaging designs of India, Hākabē’s brand used patterns and scale to express it’s high end quality. The brand also used color to highlight the turmeric, black pepper, and black seed oil ingredients within it.
First created in India, Ayurvedic medicine believes that “when your mind, body, and spirit are in harmony with the universe, you have good health. When something disrupts this balance, you get sick.” It has been practiced since 500 BCE. Turmeric has been shown to be a powerful antioxidant and anti-inflammatory spice due to the compound curcumin found within it. Curcumin has been shown to block and suppress the activation of inflammation leading to chronic conditions. However, it can only provide all of these health benefits if it is mixed with fat (such as coconut milk) and the compound piperine found in black pepper. Meanwhile, black seed oil has a wide range of benefits, such as relief from bacterial infections, allergies, rheumatoid arthritis symptoms, indigestion, heartburn, and cholesterol, as well as enhancing weight loss, improving memory and men’s fertility.

The target demographic was individuals in their late 20’s to mid 40’s, who are health-minded, preventative-care focused. They believe that food can be medicine, and that one should use holistic methods for wellness whenever possible. They trust science and seek to experience different cultures.
Hākabē is a high end beverage that is imported from India, creating beverages that seek to target inflammation and oxidation, and help people reach a more balanced lifestyle. After researching ayurvedic medicine, ingredients of the product and their medicinal properties, the languages most spoken in India, as well as modern luxury Indian product design, a brand took shape. Taking inspiration from the researched product designs, Hākabē textures were created to communicate the product’s qualities and mission.

The logo took shape as a visual representation of the ayurvedic traditions and beliefs - the significance of balancing the body, mind, and soul.
When “Turmeric black seeds” was translated from English to Hindi, it was “Haldee Kaale Beej”. After taking the first two letters of each of these words, it created “Hākabē” which coincidentally translated to “Don’t Worry” in Kannada, a popular indian language spoken in the Kanatake region where Ayurvedic medicine first originated.

There was an unsightly space between the words "Black" and "Seed" on my original bottle design. In order to fill it in an appealing way, I placed a vector of the seed in between the two words.