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.
“We wanted a package that would reflect Aveda’s Ayurvedic heritage and was also special, like a wedding,” says Shannon Grant, Aveda’s Design Director, who adds that a lot of thoughtful research went into the box.
“Our goal was to honor this beautiful tradition of the Haldi ceremony and India,” says Shannon.
THE FULL FAMILY OF THE WEDDING MASQUES
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.
"You'll see two main images, a peacock, which symbolizes integrity and beauty, and the conch, which stands for longevity and prosperity," Shannon says.
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 color palette was kept soft so as to appear fresh and pure, in homage to a wedding.
“You’ll see two main images, a peacock, which symbolizes integrity and beauty, and the conch, which stands for longevity and prosperity.”
Shannon Grant, Aveda Design Director
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.
THE JAR'S SHAPE IS THREE-SIDED, INSPIRED BY THE DOSHAS OF AYURVEDA: VATA, PITTA, KAPHA.
In the end, the products are the perfect East-meets-West hybrid with both general and very specific appeal. Adds Shannon,
“It was gratifying to see the honoring of traditional artistic styles that have been around for centuries, maintaining their relevance today. Yes, the packages are decorative, but if you take some time to look at them, there’s a lot of meaning to them.”
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