Mūl Secrets2023
Two halves,
one offering.
Self-care is internal as much as external. Mūl was founded on that, and sells it as one unit for skin and hair: a topical cream and a month's supply of edibles.
Self-care is internal as much as external. Mūl was founded on that, and sells it as one unit for skin and hair: a topical cream and a month's supply of edibles.
Ayurvedic remedies paired with lab-tested formulations, working from the inside out.
The ask was an identity and a primary box that held the tube alongside the edibles in their own containers. The name was locked. Mūl, Sanskrit for root.
Boxes inside a box. One purchase read as two, and either half looked optional.
To sit the products side by side, the primary box grew large and mostly empty.
Two halves of one solution, and neither complete without the other.
A uni-pack. Two compartments folded from a single sheet of card, the tube standing in the taller back half, the sachets under the slanted front. The profile is irregular so it gets noticed on a shelf.
Indian miniature painting set against modern type.
I set the positioning, cracked the package structure design by using origami and set the visual direction. The team and I executed the identity design and created the packaging print files. Illustrators owned the illustrations and the Creative Director made the final creative calls.
Three complete worlds, each with its own proposition, palette, type and mood board.
The tagline, "Deep rooted wellness", came out of combining two of them.
The brand makes in India and its second largest market is the UAE. One pack instead of three roughly doubled what a shipment carries and saved 40% of shelf space.
The brand film won Yellow a Gold for Communication Design at White Square 2024. The clips on this page are from it.
