Aura Health & Wellbeing brand identity and packaging design

Aim: To develop the brand identity, artwork and cardboard structural packaging design for the complete range of Aura Health & Wellbeing products. Aura is a new modern health and lifestyle brand offering organic and traditional Chinese health food, supplements, and beauty and healing remedies in the UK.

Strategy & Tactic: The new Aura Health & Wellbeing brand was to portray a sense of its traditional Chinese roots whilst maintaining a fresh and modern look to ensure that it would fit comfortably into the UK market.

Brand Design: To begin the branding process, Burgopak created a selection of mood boards for the client to decipher the colour grouping and overall brand direction. A range of natural colour tones were chosen and then refined to reflect the organic nature of the products’ ingredients. The Aura logo motif was designed to illustrate an abstract representation of the tealeaf – a symbol itself which holds significant value in traditional Chinese customs as a form of divination. The branding was further designed to be versatile and non-restrictive, taking on any of the colours used in the Aura palette.

Structural Design: Throughout a highly considered and iterative process, Burgopak’s studio departments worked closely together to ensure that the Aura branding, artwork and structural design were intrinsically linked. The designs for Aura’s tea bags and mixed granule freestanding boxes tie in nicely with the shape of the brand’s logo, integrating the tealeaf motive into the lid structure and sides of the packs. All plastic bottles, pumps and pots were sourced by the client.

Artwork Design: All artwork layout, label design and colour matching for the complete Aura range of products has been developed by Burgopak. Colour has been consciously used to easily distinguish the different product families. Placement of text was also integral to the design process to assist in making the products easy to find in point of sale displays and to clearly display essential product information. Clean and simple artwork was developed for all bottle labels, tea bag tabs and for screen-printing directly onto Aura’s beauty cream pots.

End Result: Aura Health & Wellbeing is now available in Dr China stores across the UK. The Aura range of products includes herbal teas, plain and mixed herbal granules, massage oils, herbal supplement capsules, and beauty creams.

“We have been very impressed by the quality of Burgopak’s brand identity, structural and artwork design services. Burgopak has a very friendly and cooperative team with highly professional skills – they were a pleasure to work with and made the entire project run smoothly. This is the first time we have worked with Burgopak and will be definitely our first choice for future design projects.” Yu Liao, Dr China


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