Reliance Retail has entered the premium ayurvedic beauty segment with the launch of Puraveda, a wellness product. Green Goose Design (GGD), the design arm of a leading PR agency, The Communication Council (TCC), partnered with Reliance Retail to shape the visual world of Puraveda.
Puraveda is a meticulously crafted brand offering over 50 products spanning skincare, haircare, and body wellness. Puraveda’s 50 products are available in multiple packaging formats and closure solutions. It has variants in tub-based packaging, mist spray bottles in PET, foaming pump bottles and pump-based lotion dispensers. The creative force behind its distinctive identity is GGD, which led the brand’s development across all touchpoints.
GGD is a full-service design agency that blends research, innovation, and craft to create impactful brand solutions. With a focus on staying ahead of cultural and market shifts, it helps brands remain relevant and resonant in an ever-evolving landscape.
The touchpoints from Reliance Retail included naming the brand and designing the logo, to creating bespoke packaging in pastel hues, tying in the brand’s visual language to the products. With a sharp eye for detail, GGD shaped Puraveda’s tone and voice to reflect a blend of India’s age-old wellness traditions and marry it with a contemporary, aspirational aesthetic, setting a new benchmark for modern ayurvedic beauty.
At the heart of the design is a custom crest logo that intricately combines the lotus, hibiscus, rose, and neem, key Ayurvedic ingredients in Puraveda’s formulations. This emblem embodies natural beauty, wellness, and tradition while reflecting a sense of sophistication and aspiration. The packaging extends this narrative through a soft palette of beige, peach, pink, yellow, and green, chosen to convey a calming yet elegantly approachable personality across all consumer touchpoints.
Arjun Sawhney, director, TCCGGD and a leading voice in luxury branding, said, “With Puraveda, we intended to craft a visual identity that bridges heritage and modernity. The crest draws from the sanctity and richness of Ayurveda, while the pastel color story introduces a refined, contemporary elegance. This design language reflects the philosophy of the brand while it speaks to a discerning new audience seeking authenticity with aspiration.”
According to Tira, Reliance Retail’s omni-channel beauty platform, Puraveda, is rooted in the principles of progressive Ayurveda. The formulas honor centuries-old Indian traditions, while using modern science to make them feel and work even better.
“It’s kumkumadi paired with tocopherol. It’s chandan and manjistha meeting BHA in the same bottle. It’s a little bit of tradition, a little bit of innovation, and a whole lot of intention. The brand is also deeply thoughtful about how it formulates. Every product is created with high-quality, ethically sourced ingredients,” it says on the website.
The brand has four ranges, each with a specific energy (and moodboard)
Dhara – for some gentle nourishment; Urja – for that hit of vitality when your energy’s MIA; Sama – all about balance, inside and out; and Niyama – ensuring a healthy glow that lasts.
Puraveda stands for an intentional and balanced blend of heritage and contemporary self-care, reflecting purity and confidence. GGD translated these values into a design language that is rooted yet forward-looking, allowing the brand’s philosophy to resonate at every touchpoint.
