CELEBRATING OUR AYURVEDIC HERITAGE
Sometimes what’s on the outside matters almost as much as what’s on the inside. Case in point: Aveda’s new Tulasāra™ Wedding Masque Overnight and Wedding Masque Eye Overnight treatment products, which come packaged in boxes emblazoned with an intricate filigree pattern inspired by traditional Indian customs and weddings, including botanical motifs and henna.
To that end, the pattern reflects two quintessentially Indian techniques: Henna painting (used for temporary tattoos in a traditional Indian wedding), and Thankgka painting (a Northern Indian style with flat perspective, which is pervasive in the décor of a traditional Indian wedding). The drawing itself has meaning, as well.
The placement of the design was deliberate as well. Given that the box is small, the illustration appears to be simply a detail of a much larger drawing (just as a henna wedding tattoo is impossible to see in one eyeful as it spreads over fingers, palms, and arms). The nature-inspired motif reinforces Aveda’s commitment to imparting beauty through natural means. Even the colour palette was kept soft so as to appear fresh and pure, in homage to a wedding.
The illustrator who drew the design, Paul Khera, was able to consult leading Ayurvedic experts throughout the development of the Tulasāra™ Wedding Masque Overnight and Wedding Masque Eye Overnight to ensure that all of the line’s cultural references were respectful of their origin.
The Ayurvedic inspiration made its way into the jar shape, too. The three-sided shape of jar is inspired by the three doshas of Ayurveda, Vata, Pitta, Kapha, while the bottom of the bottle is representative of the A of the Aveda logo.
In the end, the products are the perfect East-meets-West hybrid with both general and very specific appeal.
*Content by Living Aveda.