Aeka Brand Guidelines

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HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

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In

WHO IS AEKA? Table of Content

HOW AEKA COMMUNICATES?

Who is Aeka?

How Aeka communicates?

/ABOUT AEKA

/VERBAL IDENTITY

What is Aeka?

WHAT AEKA STANDS FOR?

What Aeka stands for?

HOW AEKA LOOKS?

How Aeka looks?

/OUR BRAND MANIFESTO

/VISUAL IDENTITY

Our Tone of Voice

Our Purpose

Aeka Wordmark

Meaning behind Aeka

Our Tagline

Our Beliefs

Brand Colours

What we do?

Communication Basics

Our Promise

Brand Typography

Brand Pillars

Guidance for Social Media

Our Mission

Graphic Assets

Brand Characteristics

Guidance for Website

Our Vision

Packaging

Value Proposition

Guidance for Packaging

Our Values

Imagery

Target Audience

Our Ambition

Brand Archetype

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Who is Aeka?

WHO IS AEKA?

HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

/ABOUT AEKA

What is Aeka?

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Meaning behind Aeka

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What we do?

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Brand Pillars

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Brand Characteristics

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Value Proposition

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Target Audience

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Brand Archetype

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WHO IS AEKA?

What is

HOW AEKA COMMUNICATES?

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HOW AEKA LOOKS?

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Aeka is a wellness brand which seeks to uplift its consumers every-day routine by bring together high-quality and well-researched products.

We bring together clinically-backed ingredients and natural actives to formulate products which are safe as well as effective.

It’s a premium brand primarily targeted towards tier 1 and tier 2 demographic. /WHO IS AEKA? /WHAT IS AEKA?

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WHO IS AEKA?

HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

Meaning behind

“Aeka” is a derivative of “Ek” (एक) which means “One” in Sanskrit It signifies oneness and unity with oneself which involves accepting your authenticity and embracing our imperfections which makes us, us.

For us the idea of “self-care” starts with treating yourself with kindness and without judgment or criticism.

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WHO IS AEKA?

HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

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What we do?

We create products to meet every-day wellbeing needs starting from oral care, body care and nutrition for your body and mind. Our products find a space in our customers daily routine and elevate small daily-routines into wellness rituals.

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HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

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Brand Pillars

Safety

Efficacy

Transparency

You will never see ingredients which have adverse effects on your health in our products.

We also conduct safety testing of ingredients and products. Safety for us doesn’t end with our ingredients, we also ensure that our products are manufactured in certified and audited facilities which adhere to strict hygienic standards and follow best practices.

Each of our products is made with a goal in mind and we work with formulators, healthcare experts and ayurvedic doctors to ensure efficacy. For us natural is not better but what we like to use are bio-compatible and bio-available materials which work with your body.

We don’t believe in hiding anything about us or our product sourcing. Which is why we always disclose the full ingredients.

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Brand Characterstics

Certain words that represent Aeka

Caring Thoughtful Mature Natural Experienced Effective Aspirational Knowledgeable Kind Honest /WHO IS AEKA? /MEANING BEHIND AEKA

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Value Proposition

Aeka is a perfect blend of nature and science.

Brand USP’s • Effective • Science-backed • Feels good to use • Premium • Long term results which will make you want to keep using it • Aim to be the best in the market

Aeka uses natural food grade ingredients with clinically proven benefits.

It is a premium brand that makes natural, safe products but comes at an affordable cost.

Each product at Aeka is made with a purpose and goal in-mind.

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in the category in terms of quality and effectiveness • Transparency

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HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

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Target Audience Demographics: Age Range: 25-50 years old Tier 1 / Tier 2 / Urban Residents Income Level: Affluent What they Seek: Products which can elevate their lifestyle, health Premium positioning – placement in health stores, health spas / retreats, used by premium creators, nutritionists etc.

Quality Clean ingredients

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Attributes: • Already uses premium products in other categories • Not price conscious but value seeking: Willing to invest in products that offer significant benefits and value • Aspirational: Willing to upgrade to better product than what they are currently using • Well-travelled • Well-educated • Working at Large Corporates, MNCs, business-owners • Health conscious, may or may not be working out • Try to eat organic produce, high-quality food ingredients

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Brand Archetype

CAREGIVER + SAGE Aeka’s personality can be derived through the two archetypes ‘Caregiver’ and ‘Sage.’ Aeka is a caregiver as its a nurturing brand which cares for its users’ wellness through reliable and gentle scientifically backed natural ingredients. Aeka is a sage because it thoughtfully creates effective formulations through extensive research and insights.

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CAREGIVER

SAGE

Nurturing Compassionate Caring Gentle Reliable

Wise Knowledgeable Reflective Thoughtful Insightful

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How Aeka communicates?

WHO IS AEKA?

HOW AEKA COMMUNICATES?

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HOW AEKA LOOKS?

/VERBAL IDENTITY

Our Tone of Voice

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Our Tagline

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Communication Basics

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Guidance for Social Media

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Guidance for Website

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HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

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Our Tone of Voice

Aeka’s tone of voice is sophisticated, knowledgeable, and approachable.

It combines the precision of scientific expertise with the warmth of a trusted friend, making wellness accessible to all. The language is clear, confident, and rooted in transparency, reflecting the brand’s commitment to honesty and openness. Whether communicating the benefits of clinically-backed ingredients or guiding customers through wellness rituals, Aeka’s tone is informative, empathetic, and always elevates the conversation around well-being.

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WHO IS AEKA?

HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

The tone of voice and communication style for Aeka should align with its premium, wellness-focused positioning.

Here are a few pointers that can help in retaining the Aeka’s tone of voice.

Clarity and Simplicity: Communicate with clarity and simplicity. Avoid jargon and complex language.

Ensure that your audience easily understands the benefits and usage of your products.

Positive Reinforcement: Use positive reinforcement in your messaging. Highlight the positive impact that Aeka products can have on the daily lives of your audience.

Empowering Language: Use language that empowers the audience. Convey the message that using Aeka products is a choice that leads to personal well-being and self-care.

Aspirational Yet Attainable: Maintain an aspirational tone while ensuring it remains relatable and attainable.

Your audience should feel that achieving a wellness-oriented lifestyle with Aeka is within their reach.

Authenticity and Transparency: Emphasize authenticity and transparency. Talk openly about the sourcing of ingredients, the formulation process, and the benefits of each product. This builds trust with your audience.

Science-Backed Assurance: Reiterate the science-backed nature of your products. Communicate that Aeka is not just about natural ingredients but about those scientifically proven to be effective.

Wellness Lifestyle: Convey a sense of a wellness lifestyle. Position Aeka as more than just a product; it’s a companion in the journey to a healthier, more mindful lifestyle.

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HOW AEKA COMMUNICATES?

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Our Tagline

The tagline of Aeka is dynamic, directly aligning with the specific product being highlighted in a given campaign.

A __________________ Moment

Aeka adopts a tailored approach by emphasizing how each product range elevates specific moments.

A Fresh ______ Moment

For instance, the toothpaste range is aptly dubbed ‘A Fresh Moment,’ capturing the essence of the product and the enhanced experience it brings during use. This dynamic approach extends to other product ranges, each accompanied by a unique tagline that perfectly encapsulates the distinctive qualities of the product.

For instance, the facial range could be associated with ‘A Radiant Moment,’ while the shower range might evoke ‘A Serene Moment.’

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A ________ Serene Moment A _________ Radiant Moment

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Communication Basics

In Aeka’s communication, clarity and transparency are paramount.

Every message is crafted with a sophisticated yet approachable tone, combining scientific precision with a warm, friendly demeanor.

The brand prioritizes honesty and openness, ensuring that information about products, ingredients, and practices is readily available to customers. Aeka’s communication is informative, empathetic, and designed to elevate the wellness conversation. It is crucial to maintain consistency across all channels, ensuring that the brand’s voice resonates authentically and builds a trustworthy relationship with its audience.

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Communication Do’s

Be Clear and Concise: Clearly communicate the benefits and usage of Aeka products. Use simple language to ensure easy understanding.

Share Customer Stories: Share authentic customer stories and testimonials. Let satisfied customers be the voice of the brand, showcasing real-life positive experiences.

Emphasize Wellness Lifestyle: Position Aeka as a facilitator of a wellness lifestyle. Connect with the audience’s desire for a healthier, more mindful way of living.

Maintain Consistency: Ensure consistency in tone and messaging across all communication channels. A cohesive brand voice enhances recognition.

Highlight Science Backed by Nature: Emphasize the science-backed formulation of Aeka products. Reinforce that each product is crafted with well-researched ingredients.

Convey Premium Lifestyle: Portray the use of Aeka products as part of a premium lifestyle. Connect with the audience’s desire for exclusivity and luxury.

Encourage Transparency: Be transparent about product sourcing, formulation processes and benefits.

Transparency builds trust with the audience.

Educate about Ingredients: Educate the audience about the benefits of the ingredients used in Aeka products. Help them understand why these ingredients are beneficial for their well-being.

Empower with Positive Language: Use language that empowers the audience. Convey that choosing Aeka is a positive step toward self-care and personal well-being.

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Create Engaging Content: Develop engaging content that resonates with the audience. This could include educational content, wellness tips, or interactive campaigns.

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Communication Dont’s

Avoid Overuse of Jargon: Avoid overusing industry jargon. Make sure your communication is accessible to a broad audience.

Avoid Generic Messaging: Tailor your communication to resonate with the specific lifestyle aspirations of your target audience.

Don’t Make False Claims: Never make false or exaggerated claims about the benefits of Aeka products.

Maintain honesty and integrity in all communications.

Don’t Compromise on Quality: Never compromise on the quality of communication materials. Maintain high standards in visuals, content, and messaging.

Don’t Complicate Messaging: Keep messaging simple. Avoid unnecessary complexity that might confuse the audience.

Don’t Disregard Feedback: Pay attention to customer feedback. Use it as an opportunity to improve and refine your products and messaging.

Avoid Negative Language: Steer clear of negative language. Instead of focusing on problems, emphasize how Aeka products provide solutions.

Avoid Cluttered Design: In visual communication, avoid cluttered design. Keep it clean, elegant, and aligned with the premium positioning of Aeka.

Don’t Neglect Engagement: Don’t neglect engagement with your audience. Respond to queries and comments promptly to foster a sense of community.

Don’t Oversell: While highlighting benefits, avoid overselling. Let the quality and efficacy of Aeka products speak for themselves.

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Guidance for Social Media

Tone and Style:

Dynamic Taglines:

Visuals:

Educational Content:

Maintain a sophisticated and friendly tone.

Blend scientific precision with a warm, approachable style.

Use clear, concise language to convey information.

Embrace a clean, minimalist aesthetic in line with the brand’s premium positioning.

Prioritize high-quality visuals that reflect the brand’s commitment to excellence.

Ensure consistency in visual elements, such as color schemes and typography.

Transparency:

Communicate openly about ingredients, formulations, and product benefits.

Share behind-the-scenes content to humanize the brand and build trust.

Be responsive to customer inquiries and feedback.

Wellness Lifestyle:

Showcase how Aeka products seamlessly integrate into a wellness-focused lifestyle.

Highlight moments of self-care and well-being that align with the brand’s ethos.

Encourage user-generated content that reflects Aeka in real-life scenarios.

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Implement dynamic taglines that adapt to specific product ranges (e.g., “A Fresh Moment” for oral care, “A Radiant Moment” for facial range).

Ensure taglines resonate with the unique benefits and feelings associated with each product.

Share informative content about ingredients, product usage, and wellness tips.

Use infographics and visuals to simplify complex information.

Position Aeka as an authority in the wellness space.

Engagement and Interaction:

Foster a sense of community by encouraging discussions and conversations.

Respond promptly to comments, messages, and mentions.

Run interactive campaigns and challenges to engage the audience.

Consistency Across Platforms:

Maintain a cohesive brand identity across all social media platforms.

Tailor content to suit the nuances of each platform while adhering to overarching brand guidelines.

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Guidance for Social Media

Do’s:

Don’ts:

Be Transparent: Share openly about ingredients and product benefits.

Educate: Provide valuable wellness insights and usage tips.

Engage: Foster community through discussions and interactive campaigns.

Maintain Consistency: Ensure a cohesive brand identity across platforms.

Prioritize Quality: Use high-quality visuals and clear, concise language.

Adapt Taglines: Implement dynamic taglines tailored to each product range.

Avoid Jargon: Steer clear of complex language; aim for simplicity.

Over-Promotion: Balance promotional content with educational and engaging posts.

Neglect Responsiveness: Respond promptly to comments and messages.

Inconsistent Branding: Keep visuals and messaging consistent across platforms.

Ignore Feedback: Act on customer feedback and address concerns.

Overlook Trends: Stay current with social media trends without compromising brand identity.

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Guidance forWebsite

Do’s:

Don’ts:

Clear Navigation: Ensure a user-friendly interface for easy navigation.

Compelling Imagery: Use high-quality visuals aligning with brand aesthetics.

Informative Content: Provide detailed information about each product and its benefits in a concise way.

Responsive Design: Optimize the website for seamless viewing across devices so that the design works in all resolutions.

Transparency: Clearly list ingredients, manufacturing practices, and certifications wherever its possible.

Educational Resources: Include wellness insights, articles, or blog posts.

Complex Language: Avoid using overly technical or complex language.

Overloading Information: Present information in a digestible and organized manner.

Slow Loading: Optimize website speed for a better user experience.

Inconsistent Branding: Maintain a consistent brand theme and messaging.

Lack of Contact Information: Ensure easy access to customer support and contact details.

Ignoring Accessibility: Ensure the website is accessible to users with disabilities.

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What Aeka stands for?

WHO IS AEKA?

HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

/OUR BRAND MANIFESTO

Our Purpose

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Our Beliefs

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Our Promise

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Our Mission

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Our Vision

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Our Values

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Our Ambition

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WHO IS AEKA?

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Our Purpose

At Aeka, our purpose is to uplift the everyday lives of individuals through a holistic approach to wellness. We believe that true well-being goes beyond external appearance, encompassing a harmonious balance of body and mind.

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WHO IS AEKA?

HOW AEKA COMMUNICATES?

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Our Beliefs

Wellness is a Daily Ritual: Aeka believes that true wellness is achieved through consistent daily rituals. Our products are crafted to seamlessly integrate into everyday routines, turning ordinary moments into mindful rituals.

Embracing Imperfections: Aeka believes that imperfections are not flaws but unique facets that make each individual one with the universe, fostering selfacceptance.

Transparency Builds Trust: Aeka holds the belief that transparency is fundamental to building trust. We are committed to openly sharing information about our ingredients, processes, and values, fostering a relationship of trust with our community.

Balance of Science and Nature: Aeka strongly believes in the harmonious balance of science and nature, creating products that are not only effective but also in harmony with the body.

Holistic Wellness: We believe in a holistic approach to wellness, addressing both the physical and mental aspects of well-being to create a harmonious balance.

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WHO IS AEKA?

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Our Promise

Aeka promises to deliver wellness in its purest form.

Our commitment is to provide effective, safe, and scientifically-backed products that seamlessly integrate into your daily routine. We promise transparency, quality, and a touch of luxury in every wellness ritual.

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Our Mission

Our mission is to create a sanctuary of well-being in every home.

Through clinically-backed natural ingredients, we aim to elevate daily routines into wellness rituals.

Aeka strives to be a trusted companion on your journey to a healthier, happier life.

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Our Vision

Aeka envisions a world where well-being is a conscious choice, where individuals embrace selfcare as a daily ritual.

We aspire to be the leading facilitator of this wellness revolution, bringing together science and nature for a harmonious existence.

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Our Values

Authenticity: We embrace and celebrate the authenticity of every individual, valuing the unique qualities that make each person one with the universe.

Quality: Quality is at the core of Aeka. We are dedicated to delivering products of the highest standard, meticulously crafted with care and precision.

Transparency: Transparency is the foundation of Aeka. We believe in openly sharing our ingredients, processes, and values to build trust with our community.

Harmony: Aeka promotes harmony, not just in products but in the overall approach to well-being – advocating for a balanced existence of body, mind, and spirit.

Empowerment: Aeka is committed to empowering individuals to take control of their well-being through informed choices, fostering a sense of control and self-efficacy.

Innovation: Aeka values innovation as a driving force. We continuously strive to bring new and effective solutions, staying ahead in the wellness industry.

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Our Ambition

Our ambition is to redefine wellness. We aim to be a brand that inspires a movement towards a more conscious and purposeful way of living. Aeka aspires to set new standards in the industry, continuously innovating and creating products that resonate with the evolving needs of our audience.

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How Aeka looks?

WHO IS AEKA?

HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

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/VISUAL IDENTITY

Aeka Wordmark

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Aeka Mnemonic

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Brand Colours

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Brand Typography

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Graphic Assets

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Packaging

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Imagery

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Aeka Wordmark /BRAND LOGO

Aeka Wordmark

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Wordmark Padding, Proportions and Sizing

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Wordmark Positioning

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Wordmark Stacked with Tagline

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Wordmark Colors

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Wordmark Don’ts

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Aeka Wordmark

Aeka’s wordmark depicts harmony.

The ‘ek’ has been highlighted to represent the brand meaning and the concept of harmony asAeka promotes harmony, not just in products but in the overall approach to well-being – advocating for a balanced existence of body, mind, and spirit.

TM

The e and k combinedrepresent how Aeka empowers its consumers to gain total wellness.

The typography is customized to make it look grounded and approachable.

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Wordmark Proportions, Padding and Sizing

Wordmark Proportions Aeka wordmark is set in proportions of 1 : 5.5

Wordmark Sizing Aeka wordmark should not be less than 2cm in width in printed collaterals.

Wordmark Padding Aeka wordmark should always have the padding of x/2 as shown below

Minimum width for print - 2 cm

5.5x TM

TM

TM

X

x=

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x/2=

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The wordmark can be placed aligned to bottom and left edges of the pafe slightly bleeding out.

It can also be placed on the right bottom or centre of the bottom hald of the page if needed.

HOW AEKA LOOKS?

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The Aeka logo is versatile and can be used both horizontally and vertically. However we recommend to only use Aeka logo vertically in anti-clockwise direction.

WHAT AEKA STANDS FOR?

TM

Wordmark Positioning

HOW AEKA COMMUNICATES?

TM

WHO IS AEKA?

TM

TM

TM

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Wordmark stacked with the tagline

Aeka is strong enough on its own, so the tagline is only to be used in a subtle manner if and where required.

Its recommended to encorporate the tagline in a smart copy instead of the with the logo.

TM

A FRESH MOMENT

The tagline should always be written in Neue Haas Grotesk Display Pro 55 Medium with kerning of 50 pts and should always be aligned to the ek of the logo.

The leading (line-spacing) between Aeka and the tagline is a sum of the space of kerning between the a’s and ek

TM

A FRESH MOMENT

ARCHITECTURE FOR AEKA WORDMARK WITH TAGLINE

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Wordmark Colours

TM

AEKA BLACK #262626 R: 38 G: 38 B: 38 C: 71 M: 65 Y: 64 K: 69

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AEKA CREME #F2F2F2 R: 242 G: 242 B: 242 C: 4 M: 2 Y: 2 K: 0

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Wordmark Don’ts

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The wordmark must never be cut or cropped in any way

The wordmark spacing should never be tampered with and it should be used as given

The wordmark should never be used in any other colour other than Aeka Black Aeka Creme and Pure White (#FFFFFF)

Do not stretch the wordmark

Do not elongate the wordmark

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Do not tilt the wordmark

/WHO IS AEKA? /WHAT IS AEKA?

Never use the Aeka Logo without the TM

Do not skew the wordmark

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Do not add shadow effect to the logo

Never decrease the padding/clear space of the wordmark below 100%

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Aeka Mnemonic /BRAND LOGO MINIMIZED

Aeka Mnemonic

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Mnemonic Colors

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WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

Aeka Mnemonic

The minimized version of Aeka logo a.k.a the mnemonic of Aeka is just the ek from the Aeka logo within the Aeka ring which signifies total wellness.

The Aeka mnemonic is simple, subtle and captures the essence of Aeka’s approach to hollistic welness in its entirety.

Note that unlike the Aeka wordmark, the Aeka mnemonic does not have color restrictions. It can be used in Aeka black, Aeka white and all colors of Aeka flavour variants.

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Mnemonic Positioning

Aeka mnemonic is should be used as a subtle element in layouts. The size the mnemonic should always be dainty w.r.t to the artwork.

It can be placed in all the ways showcased on the right.

Note that the Aeka mnemonic should always be smaller (atleast one third) than the Aeka wordmark and should never overpower the Aeka wordmark.

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WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

Aeka Mnemonic Colours

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Aeka Colors /BRAND COLOR PALETTE

Brand Colours

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Colours used in Aeka packaging

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WHO IS AEKA?

HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

Brand Colour Palette

Aeka’s primary colour palette is in monochrome consisting of Aeka Black and Aeka Creme. Which means the Aeka logo can only be used in these two colurs.

However other than the logo, Aeka can extend itself in various palettes based on the brand ingredients as shown in the examples in the next page

AEKA BLACK #262626 R: 38 G: 38 B: 38 C: 71 M: 65 Y: 64 K: 69

AEKA CREME #F2F2F2 R: 242 G: 242 B: 242 C: 4 M: 2 Y: 2 K: 0

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HOW AEKA LOOKS?

Aeka extended palettes based on packaging KEY INGREDIENT COLOUR

#D7B7D7 R: 215 G: 183 B: 215 C: 13 M: 30 Y: 0 K: 0

#7F64A9 R: 127 G: 100 B: 169 C: 57 M: 69 Y: 1 K: 0

#D81C4F R: 216 G: 28 B: 79 C: 9 M: 100 Y: 62 K: 1

PRIMARY COLOR (BASE COLOR OF THE PACK)

SECONDARY COLOR

KEY INGREDIENT COLOUR

#C9DE81 R: 201 G: 222 B: 129 C: 24 M: 0 Y: 64 K: 0

#2C9960 R: 44 G: 153 B: 96 C: 80 M: 16 Y: 81 K: 3

#BC5483 R: 188 G: 84 B: 131 C: 27 M: 81 Y: 25 K: 0

SECONDARY AND TERTIARY INGREDIENT COLOURS

SECONDARY AND TERTIARY INGREDIENT COLOURS

CLOVE MINT

SECONDARY COLOR

BERRY MINT

PRIMARY COLOR (BASE COLOR OF THE PACK)

#4E3316 R: 78 G: 51 B: 22 C: 47 M: 67 Y: 92 K: 58

SECONDARY COLOR

KEY INGREDIENT COLOUR

#CCECFC R: 204 G: 236 B: 252 C: 18 M: 0 Y: 0 K: 0

#5C8FB2 R: 92 G: 143 B: 178 C: 67 M: 35 Y: 18 K: 0

#5A556A R: 90 G: 85 B: 106 C: 67 M: 64 Y: 39 K: 22

#474256 R: 71 G: 66 B: 86 C: 71 M: 69 Y: 43 K: 36

/WHO IS AEKA? /WHAT IS AEKA?

SECONDARY AND TERTIARY INGREDIENT COLOURS

RIVER MINT

PRIMARY COLOR (BASE COLOR OF THE PACK)

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/BRAND GUIDELINES 2024

Aeka Typography /TYPEFACES & TYPE HIERARCHIES FOR AEKA

Primary Typeface

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Secondary Typeface

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Type Hierarchy

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/Section Name/ Pg Title

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HOW AEKA COMMUNICATES?

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HOW AEKA LOOKS?

Primary Typeface

Neue Haas Grotesk Display is a classic sans-serif typeface with geometric shapes and modern lines.

Its the perfect typeface for Aeka as its not only modern and urban but also timeless and neat at the same time.

We recommend using Neue Haas Grotesk in 70% of the brand language, especially in headlines and highlighted areas.

We also recommend to refrain from using the italic weight of the typeface in prominent areas.

/WHO IS AEKA? /WHAT IS AEKA?

Aa Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

Neue Haas Grotesk Display Pro 25 Thin Neue Haas Grotesk Display Pro35 ExtraLight Neue Haas Grotesk Display Pro 45 Light Neue Haas Grotesk Display Pro55 Roman Neue Haas Grotesk Display Pro 65 Medium Neue Haas Grotesk Display Pro 75 Bold Neue Haas Grotesk Display Pro96 Black

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HOW AEKA COMMUNICATES?

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HOW AEKA LOOKS?

Secondary Typeface

Montserrat is a geometric san-serif typeface which is available to on google fonts.

Monstserrat is a clean and highly legible font. It helps Aeka be more accessible and versatile in terms of design as its a typeface with open license therefore making it suitable for websites and print material.

We recommend using Montserrat for body copy and captions for Aeka as it creates a beautiful balance with Neue Haas Grotesk due to the width of its alphabets.

/WHO IS AEKA? /WHAT IS AEKA?

Aa Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

Montserrat Thin Montserrat ExtraLight Montserrat Light Montserrat Regular Montserrat Medium Montserrat Semibold Montserrat Bold Montserrat Extrabold Montserrat Black

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Type Hierarchy

This is a clean chunky headline.

This is your usual headline.

THIS IS A HIGHLIGHTED TEXT. This is your body copy text. The story behind Glasafe is rooted in a passion for educating and implementing a desire to offer a better, more responsible choice to the people. We started as a group of like-minded individuals who shared a common concern for the people who want to upgrade their ‘Life’ into a ‘Lifestyle’ with a belief that the products we use every day should instate confidence, reliability & a sophisticated look.

NEUE HAAS GROTESK DISPLAY PRO 75 BOLD | 72 PTS | KERNING +10

NEUE HAAS GROTESK DISPLAY PRO 75 BOLD | 30 PTS | KERNING +10

NEUE HAAS GROTESK DISPLAY PRO 65 MEDIUM | 22 PTS | KERNING +10

MONTSERRAT REGULAR | 16 PTS

MONTSERRAT REGULAR | 12 PTS THIS IS HOW CAPTIONS SHALL BE WRITTEN

/WHO IS AEKA? /WHAT IS AEKA?

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/BRAND GUIDELINES 2024

Graphic Assets /ELEMENTS THAT HELP IN ELEVATING AEKA

Aeka USP Stamp

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Aeka Common Icons (Iconography)

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Aeka Ingredient Icons

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Ingredient Icons at a Glance

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Illustration Style

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Highlight as a Visual Element

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/Section Name/ Pg Title

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WHO IS AEKA?

HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

Aeka USP Stamp

Aeka is transparent and confident about its brand USP which is ‘non-toxic ingredients backed by science’.We showcase the USP in our products through a stamp that makes our users also feel confident about using our products.

The USP is made to look like a stamp to emphasize the idea of trust.

STAMP IN BLACK

The Aeka Stamp is primarily black and can extend to all products in a dual colour tone, where the background is the same as the colour representing the flavour and the text and elements on top of the stamp are in the colour of the background of the pack.

STAMP IN COMBINATION OF FLAVOUR COLORS

/WHO IS AEKA? /WHAT IS AEKA?

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HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

Common Icons (Iconography)

Aeka common icons are a mix of outline and solid fill.

It is made using a consistent uniform stroke of o.5 size calligraphy brush set to a 0.75 weight with rounded edges.

All icon names are written in montserrat, semi bold and are of the height 1.5x (x being the padding space) in ‘Title Case’. Make sure the space between the icon and the text is also 1.5x All icons should be within the safe space and have atleast ‘x’ padding space all around it.

All icons are square of size 10x to maintain consistency.

Please note that x is variable but the ratios should be retained proportionately

/WHO IS AEKA? /WHAT IS AEKA?

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HOW AEKA COMMUNICATES?

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HOW AEKA LOOKS?

Common Icons

/WHO IS AEKA? /WHAT IS AEKA?

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HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

Ingredient Icons

• The ingredient icons for Aeka are inspired/extracted by the illustrations one for the package of the flavour they have been made for.

• They are nartural, hand-drawn and simple. They are made to be easy to recognise.

• They are used in a monotone palette based on the color of the flabour they are made for.

• They have subtle details like shine or seeds which make them look realistic and refined.

• The trick to use these ingredient icons properly is to balance them with each other. Make sure they some how form a ratio close to a square when using them so they look all orderly.

/WHO IS AEKA? /WHAT IS AEKA?

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HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

Ingredient Icons at a glance

Activated Charcoal

Aloe Vera

Arginine

Apricot

Clove

Bamboo Silica

Blend of 7 Herbal Extracts

Chamomile

Curcumin C3 Reduct®

Hyaluronic Acid

Magnesium + Zinc

Neem

Potassium Nitrate

Post-biotic Complex (Totipro®)

Rosemary

Tulsi

Turmeric

Vitamin B12 + C

Walnut

Xylitol

Zinc

/WHO IS AEKA? /WHAT IS AEKA?

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WHO IS AEKA?

HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

Ingredient Icons at a glance

Activated Charcoal

Aloe Vera

Arginine

Apricot

Clove

Bamboo Silica

Blend of 7 Herbal Extracts

Chamomile

Curcumin C3 Reduct®

Hyaluronic Acid

Magnesium + Zinc

Neem

Potassium Nitrate

Post-biotic Complex (Totipro®)

Rosemary

Tulsi

Turmeric

Vitamin B12 + C

Walnut

Xylitol

Zinc

/WHO IS AEKA? /WHAT IS AEKA?

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WHO IS AEKA?

HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

Illustration Style

Aeka’s illustration style is hand-drawn and natural. It follows organic shapes and rhythm. Its not geometric but its balanced.

All ingredients are given prominence in terms of their concentration in the formula while making sure they dont go extremely off proportion from the original size of the ingredients.

They have subtle intricate details that add a nuance to these illustrations making them a brand asset to help Aeka build its unique recall value through visuals.

They are coloured according to the original colour of the ingredients but toned down to match the saturation and contrast of the flavour pack.

/WHO IS AEKA? /WHAT IS AEKA?

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HOW AEKA COMMUNICATES?

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HOW AEKA LOOKS?

Highlight as a Visual Element

As Aeka is a scientifically backed brand, we though that its visual language can be inspired by something used in the process of research. As using highlighter to mark key information is an important process during the research process, we have inspired our key visual scaling element from a physical highligh in notebooks.

The highlight has been used in packaging to highlight flavours as shown below

/WHO IS AEKA? /WHAT IS AEKA?

How to make Aeka highlight?

• The key philosophy that Aeka highlight follows is that the background will always be darker that the text.

• The text in the hightlight will always be in Neue Haas Grotesk Pro Display 65 Medium.

• The highlight can have both uppercase and lower case text. If its a small text like flavour name it can be in upper case but if its coming in middle of the sentence, then it can be in lower or sentence case.

• The highlight should have atleast 2x space of kerning on each side of the text.

• Note that the space after the text cannot be more than 3x space of kerning.

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Aeka Packaging Design /REFERENCES OF PACKS/TUBES DONE FOR AEKA

Guidance for Packaging

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Berry Mint

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Clove Mint

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River Mint

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WHO IS AEKA?

HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

Guidance for Packaging 9.

Please keep following points in mind when designing packaging for Aeka

8.

1. The logo is always vertical at a 90 degrees.

2. The packaging is set in brand typefaces - Neue Haas Grotesk and Montserrat 3. Everything highlighted in the pack like the name of the product, flavour and highlight strip at the bottom is in Neue Haas Grotesk. All other information is in montserrat typeface.

4. Please make sure nothing in the pack is going below 4 pts for maintaining legibility.

5. Keep one panel in all packages that highlight the ingredients and has the stamp ‘non-toxic ingredients backed by sciene’ 6. Please do not alter the stamp.

7. The stamp should always come in the colour of the flavour highlight.

8. Keep one panel that has illustrations of the ingredients.

9. Make sure the ‘ek’ monogram comes on the lids on both side of the pack.

5.

1.

6.

3.

7.

9.

/WHO IS AEKA? /WHAT IS AEKA?

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HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

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Berry Mint Packaging

��������� ����Calcium Carbonate, Glycerine, Water, Hydroxyapatite (nano), Xylitol (from Birch Bark), Sodium Cocoyl Isotheonate, Fructooligosaccharides (Prebiotic Fiber), Xanthan Gum, Natural Berry Flavour, Spearmint Oil, Aloe Vera Extract, Caprylic Capric Triglyceride (from Coconut Oil), Sodium Hyaluronate, Muskmelon Oil, Magnesium (as Magnesium Oxide), Tulsi Leaf Extract, Cinnamon Bark Extract, Lemon Peel Extract, Chamomile Flower Extract, Neem Seed Oil, Stevia Leaf Extract, Walnut Oil, Apricot Oil, Rosemary Leaf Extract, Turmeric Extract, Vitamin E (as Tocopherols)

���� �������������� �� ���� ����������� ������ �� ��� ������ �������� �� � ����� ����������� is a clinically proven, non-toxic

A�� ����������� ������������� ��

brush with n-HAp particles, they bind to the tooth surface and remineralize your teeth – making them more resistant to cavities, sensitivity and plaque.

���� � ����������� ���Apply a pea-sized amount to your brush and brush for 2 minutes, 2x per day. For best results do not rinse after use; the paste is non-toxic and works with contact time with the enamel. �A�� �A� ������ � ��� Daffy Healthcare Private ltd. Plot 60, Sompura Industrial Area Bangalore, Karnataka – 562111 Mfg. Licence no.: AUS-812 APM-02-2023

�A������� � �� Aeka Wellness Private Ltd.

(Part of Bagrrys Group)

X-2 Haus Khas, New Delhi – 110016 For any feedback or complaints please email us on contact@aekawellness.com �������� � A� ���� ��� Scienceonwheels Bio Private Ltd.

Natural Gum Protection Toothpaste with 5% Nano Hydroxyapatite

BERRY MINT RELIEF FROM GUM INFLAMMATION

��������������� � ������������� ��� ������� ������� ���� ������� ������������������� ������� ����������� �������������������������� ������ �������������������� ��� ���� ���� ����������� ��������� �������������� ��������� �������������������������� ����� � ��������� ������� ������ ������������ �������������

PROTECTS AGAINST CAVITIES NO SLS • NO FLUORIDE

�� ��

� �� � ����������� ��� Strengthen gum tissue

� ����������A���� Keeps gums hydrated and aids tissue repair A���� � ���������� ������� Calm and heal irritated gums ������ ���� �������������� Natural anti-microbial

� ��������A� ����������� Moisturise gum tissue

���� ���� Reduces risk of cavities

Net Weight: 100g Batch no.: Mfg. Date: MRP Rs: (Incl. of all taxes) Unit Sale Price Rs: ������������� ����������� ���

aekawellness.com

/WHO IS AEKA? /WHAT IS AEKA?

SCAN TO LEARN MORE

ORAL WELLNESS

follow us � ����� ��� � ���

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WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

���A � ������A�� � � ���� ��� ��A� ��� ���� � ��������� ��� � ����� � A��� ��

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Clove Mint Packaging

��������� ���� Calcium Carbonate, Glycerine, Water, Hydroxyapatite (nano), Xylitol, Sodium Cocoyl Isotheonate, Peppermint Oil, Vitamin C (as L-Ascorbic Acid), Xanthan Gum, Fructooligosaccharides, Clove Extract, Tulsi Extract, Caprylic Capric Triglyceride (from Coconut), L-Arginine, Lemon Extract, Potassium Nitrate, Chlorophyl, Vitamin E (as Natural Tocopherols), Zinc Glycinate, Vitamin B12 (as Cyanocobalamin)

���� �������������� �� ���� ����������� ������ �� ��� ������ ��������

A�� ����������� ������������� ��

�� � ����� ����������� is a clinically proven, non-toxic

���� � ����������� ���Apply a pea-sized amount to your brush and brush for 2 minutes, 2x per day. For best results do not rinse after use; the paste is non-toxic and works with contact time with the enamel. �A�� �A� ������ � ��� Daffy Healthcare Private ltd. Plot 60, Sompura Industrial Area Bangalore, Karnataka – 562111 Mfg. Licence no.: AUS-812 APM-02-2023

�A������� � �� Aeka Wellness Private Ltd.

(Part of Bagrrys Group)

X-2 Haus Khas, New Delhi – 110016 For any feedback or complaints please email us on contact@aekawellness.com �������� � A� ���� ��� Scienceonwheels Bio Private Ltd.

brush with n-HAp particles, they bind to the tooth surface and remineralize your teeth – making them more resistant to cavities, sensitivity and plaque.

Sensitivity Relief Toothpaste

� ������������������ Reduces symptoms of tooth sensitivity A������ �� Protects enamel and prevents tooth sensitivity

with 6% Nano Hydroxyapatite

CLOVE MINT

��� ��� Helps control plaque formation

��

���������� ����� Natural anti-microbial and pain relief

ADVANCED PROTECTION FROM SENSITIVITY ��������������� � ������������� ��� ������� ������� ���� ������� ������������������� ������� ����������� �������������������������� ������ �������������������� ��� ���� ���� ����������� ��������� �������������� ��������� �������������������������� ����� � ��������� ������� ������ ������������ �������������

��� �

STRENGTHS TOOTH ENAMEL NO SLS • NO FLUORIDE

� ���������������� Protect from mouth ulcers ���� ���� Reduces risk of cavities

Net Weight: 100g Batch no.: Mfg. Date: MRP Rs: (Incl. of all taxes) Unit Sale Price Rs: ������������� ����������� ���

aekawellness.com

/WHO IS AEKA? /WHAT IS AEKA?

SCAN TO LEARN MORE

ORAL WELLNESS

follow us � ����� ��� � ���

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WHO IS AEKA?

HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

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River Mint Packaging

��������� ��� Calcium Carbonate, Glycerine, Water, Hydroxyapatite (nano), Xylitol (from Birch Bark), Sodium Cocoyl Isotheonate, Spearmint Oil, Xanthan Gum, Fructooligosaccharides (Prebiotic Fiber), Caprylic Capric Triglycerides (from Coconut Oil), Tulsi leaf Extract, Lemon Peel Extract, Oral Post Biotics, Bamboo Silica, Cinnamon Bark Oil, Vitamin E (as Natural Tocopherols), Activated Charcoal, Turmeric Extract (95% Tetrahydrocurcuminoids), Clove Extract, Neem Seed Oil, Tea Tree Leaf Oil, Stevia Leaf Extract

���� ����������� ��������� ��� �������� �������� ���������� �� ��� ������ �������� �� � ����� ����������� is a clinically proven, non-toxic

A�� ����������� ������������� �� ���� � ����������� ���Apply a pea-sized amount to your brush and brush for 2 minutes, 2x per day. For best results do not rinse after use; the paste is non-toxic and works with contact time with the enamel. �A�� �A� ������ � ��� Daffy Healthcare Private ltd. Plot 60, Sompura Industrial Area Bangalore, Karnataka – 562111 Mfg. Licence no.: AUS-812 APM-02-2023

�A������� � �� Aeka Wellness Private Ltd.

(Part of Bagrrys Group)

X-2 Haus Khas, New Delhi – 110016 For any feedback or complaints please email us on contact@aekawellness.com �������� � A� ���� ��� Scienceonwheels Bio Private Ltd.

��������������� � ������������� ��� ������� ������� ���� ������� ������������������� ������� ����������� �������������������������� ������ �������������������� ��� ���� ���� ����������� ��������� �������������� ��������� �������������������������� ����� � ��������� ������� ������ ������������ �������������

brush with n-HAp particles, they bind to the tooth surface and remineralize your teeth – making them more resistant to cavities, sensitivity and plaque.

Premium Natural Toothpaste with 6% Nano Hydroxyapatite

� � �������������� ���� Prevents gum disease

� ����������� � ���� ��� ��������� �� Promotes healthy oral microbiome

RIVER MINT

A������������ ������� Gently removes surface stains

NATURALLY WHITENING

���� ���� Reduces risk of cavities

BALANCES ORAL MICROBIOME NO SLS • NO FLUORIDE

Net Weight: 100g

��������������� Prevents plague and strengthens teeth ���� ��������� ����� ����������� Naturally anti-microbial � ������������������������ ������������������ �������������� � ����� �������������� ������������������ �������������� ������ ��� ����

Batch no.: Mfg. Date: MRP Rs: (Incl. of all taxes) Unit Sale Price Rs: ������������� ����������� ���

aekawellness.com

/WHO IS AEKA? /WHAT IS AEKA?

ORAL WELLNESS

SCAN TO LEARN MORE follow us � ����� ��� � ���

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Aeka Imagery /HOW TO AEKA

Look & Feel

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For Ecommerce (selling)

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/Section Name/ Pg Title

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WHO IS AEKA?

Look & Feel

/WHO IS AEKA? /WHAT IS AEKA?

HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

Photography for Aeka sould give a fresh, warm, clean, luxurious and elevated look.

The moodboard is just for references actual photos can be inspired from packaging colours for Aeka.

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WHO IS AEKA?

HOW AEKA COMMUNICATES?

WHAT AEKA STANDS FOR?

HOW AEKA LOOKS?

Aeka Imagery - For Ecommerce (selling) For selling touchpoints please click a set of photos on white background of product and packaging from all sides as this is often needed as base photos for e-commerce platforms like Amazon

After the images with white background, have a set of photographs that showcase the packaging properly with neutral, muted backgrounds.

Please note that these backgrounds can be pastels being inspired from Aeka’s packaging colours.

After showcasing the look and feel of the brand Aeka should should showcase photographs of toothpaste with ingredients followed by photographs highlighting product USP’s. Please note that these could be creatives with generic poses but with ample of negative space so that you can add copy to the photographs /WHO IS AEKA? /WHAT IS AEKA?

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