Siliconindia Magazine

Cover Story

Design Stack: Telling Brand Stories Through Strategic Design

The right brand identity is at the heart and soul of great branding and positioning. For a premium Ayurvedic brand, Soul Tree, this rang very true. Despite having a strong brand name, a certified organic heritage and a story rooted in goodness, Soul Tree as a brand was not realizing its potential despite efforts at building distribution and consumer marketing. “When Soul Tree approached us, the first thing we noticed was the gap between the brand promise and its packaging,” says Anoop Pattnaik, Co-Founder, Design Stack. There began the hunt for not just better packaging, but a rebrand that captured the essence of the brand and created a design language and product nomenclature. The result was a packaging system that looked premium and told the brand story evocatively. Soul Tree was...