Amahvas- Ocean of Milk

Amahvas is a luxury skincare atelier by Vasudha Rai,  an award-winning beauty journalist, best-selling author and one of India’s most trusted voices in wellness and skincare.

THE BRIEF
To design the identity and packaging for brand ‘Amahvas’, and its first and flagship product ‘Ocean of Milk’. Amahvas is positioned in the luxury skincare segment, and the branding and packaging was required to create a niche positioning.

The founder’s vision was to marry science and spirit in the expression of the product and to avoid waste and not in material and process decisions. All the decisions, from the bottle, carton material, to the print techniques we therefore, taken jointly.

THE BRANDING
The name Amahvas, means the night of the dark moon. It is a devotion to the shadow side and the sacred moment when beauty gathers strength before it shines again.

Paying homage to this phenomenon, the logo consists of simple uppercase typography with stylised serifs for the brand name, with a sliver of a moon hanging on the letter ‘A’. This represents the new moon, gathering its powers, much like the products aid skin to repair and renew.

The subtle highlight on the letters ‘Vas’ are a nod to the founder’s name. The typeform also works well as a monogram, seen on top of the outer carton of the product.