Aligning Brand Identity with Modern Skincare Consumers
Re-Branding Strategy | Marketing Research | Communication Strategy | Brand Repositioning | Packaging Design | Identity Design
Role: Brand Lead & Senior Designer
Background:
Just Herbs is an Ayurvedic Skincare brand that began as a bootstrapped D2C venture in 2014.
Business Problem:
Over the years, Just Herbs evolved and gained popularity for its Ayurvedic and natural skincare solutions. However, by 2022, the skincare market had become increasingly saturated, with new brands entering the space and intensifying competition.
To remain relevant to the modern consumer and differentiate itself in a crowded marketplace, Just Herbs needed to strategically reposition its brand.
Marketing Problem:
The growing market size led to an influx of brands that leveraged popular buzzwords such as “natural” and “organic” to appeal to health-conscious consumers. However, many of these brands used such terms loosely or misleadingly.
Consumers often struggle to distinguish between genuinely natural products and those that merely
market themselves as such.
This confusion leads to uninformed purchasing decisions based on perception rather than actual product integrity.
Key Objectives:
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Brand Repositioning: Reframe Just Herbs’ brand narrative to appeal to modern consumers while staying true to its Ayurvedic roots.
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Packaging & Communication Refresh: Modernize the brand’s visual identity and messaging to support expansion into retail channels and accommodate product line expansion.
Proposed Solution
Bridging Tradition with Today - Ayurvedic skincare for the modern consumer must be rooted in authenticity, transparency, and proven efficacy. Just Herbs embodies this balance, staying true to ancient wisdom while adapting to the expectations of today’s informed and conscious users.
Traditional Principles, Modern Solutions
This core message captures the essence of the brand: guided by the time-tested principles of Ayurveda, with science-backed formulations. The new brand positioning clarifies and amplifies what Just Herbs truly stands for - integrity, innovation, and intentionality.
360° Beauty
The 360° approach addresses the modern consumer’s need for holistic, results-driven beauty. By organizing the product portfolio into three distinct solution-based categories, Just Herbs offers a comprehensive skincare system.
This framework not only simplifies the consumer journey but also reinforces Just Herbs as a thoughtful and trustworthy partner in their wellness journey.
Research & Development
Demographic Profile:
Age: 35+ years
Gender: Female
Income Level: ₹10 - 25 LPA
Location: Tier 1 cities and affluent Tier 2 cities
Education: Postgraduates, professionals, or highly educated homemakers
Occupation: Mid to senior-level professionals, entrepreneurs, homemakers with disposable income
Marital Status: Mostly married, some with young children
Tech Habits: Comfortable with online shopping, uses Instagram, Facebook, and YouTube
Psychographic Profile:
Lifestyle: Balanced between modern and traditional; values routine, self-care, and holistic wellness
Values: Quality over quantity, authenticity, clean beauty, Indian heritage, and proven efficacy
Personality Traits: Confident, self-assured, thoughtful, discerning shopper
Buying Motivation:
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Seeks age-appropriate skincare: anti-aging, hydration, pigmentation, firmness
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Prefers products that align with long-term skin health rather than just trends
Shopping Behavior:
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Loyal to brands that deliver results and maintain transparency
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Influenced by peer recommendations, dermatologists, and long-form content (blogs, expert videos)
Aspirations: Healthy, radiant skin that reflects self-care; values simplicity and effectiveness
Brand Archetype:
As a Sage brand, Just Herbs embodies wisdom, authenticity, and truth. Guided by centuries-old Ayurvedic knowledge, the brand serves as a trusted advisor, educating and empowering consumers to make informed skincare choices. Rather than chasing trends, Just Herbs seeks to enlighten, offering products rooted in time-tested ingredients.
This Sage archetype aligns seamlessly with the target audience:
Mature, discerning women who value knowledge, authenticity, and long-term skin wellness over fleeting beauty trends.
Brand Repositioning Map
Packaging Optimization:
The new packaging system for Just Herbs has been optimized to improve both digital discoverability and retail shelf impact. Key enhancements include a reduction in visual noise through minimalist design elements, hierarchical typography for faster information processing, and ingredient-forward graphics to support immediate recognition and relevance.
Conclusion & Key Metrics
Just Herbs has successfully evolved from a niche D2C label to a brand with renewed relevance and scalability. The brand repositioning was not just a visual overhaul, it aligned with ambitious strategic goals across product, channel, and market expansion. The refreshed identity, rooted in 360° Beauty and Ayurvedic authenticity, was well-received and contributed to measurable business outcomes:
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Expanded offline presence to 500+ retail locations, including beauty advisor counters and modern trade outlets
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Accelerated innovation with 3-4 new product launches per month, including entry into fragrance and color cosmetics
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Strengthened global and domestic reach by leveraging Marico’s distribution, especially in tier 2 and 3 cities
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Doubled revenue in the last 2-3 years, with a digital-first portfolio target of ₹450–500 Cr for FY24