Shakti
Indian Enlightenment
Indian is the birthplace of acupressure; a wellness practice that stems back thousands of years. It’s where Shakti’s founder lives, where their products are made, and where their brand has a positive social impact.
The strategic concept of "Indian Enlightenment" was developed to celebrate Shakti’s origins, whilst educating a new audience on how acupressure can alleviate issues derived from modern living.
Shakti have been quietly leading the way in acupressure for nearly two decades, yet their brand lacked strategic direction and a coherent design language. With the founder and global stakeholders spread across multiple markets they needed a new brand that could unite them and enable growth.
The core brand elements needed to strike a balance that allowed Shakti to communicate their rich heritage while appealing to a modern audience.
Renewed purpose
The Shakti logo is a symbol of renewal. The combination of the spikes and half sun represent the beginning of a new journey into the world of acupressure.
Cratfed and then hand stamped, the logo finds a balance between artisanal and contemporary. It represents the craft of every product made in India, whilst referencing the core principle of acupressure: applying pressure.
Renewed purpose
The Shakti logo is a symbol of renewal. The combination of the spikes and half sun represent the beginning of a new journey into the world of acupressure.
Cratfed and then hand stamped, the logo finds a balance between artisanal and contemporary. It represents the craft of every product made in India, whilst referencing the core principle of acupressure: applying pressure.
Ancient wisdom. Modern relief.
Photography plays a key role in communicating Shakti’s heritage whilst placing their products in the modern world of wellness. The refreshed brand imagery steps away from the stereotypical aesthetic of yoga and spiritualism to a more modern, diverse and inclusive style.
Core imagery uses natural light and shadow to create sensitive and evocative images communicating a feeling of calm whilst showcasing a personal acupressure practice.
Nostalgic textured supporting imagery communicates the brands Indian roots – bringing a sense of place, people and purpose.
Colour further plays a role in referencing India’s rich heritage with colours being inspired by nature, architecture and culture.
