Hem Agarbatti came to us to launch a new product range for the Spain market, one that reimagined the incense stick as something more intentional. Instead of an ordinary pack of incense, they wanted an affirmation kit, crystals, affirmations, and incense sticks brought together in one experience, designed to help consumers manifest and connect with themselves through ritual.
OUR APPROACH
We started with strategy before design, thinking through what this ritual actually is and how people use crystals, incense, and affirmations in their everyday lives. After understanding that, we shaped the strategy, giving this range a name, defining the ultimate objective people want to achieve through this ritual, and clarifying what the brand wanted to communicate to its consumers. We arrived at the conclusion that this needed a soft, peaceful approach, one that would let the packaging carry the same calm the ritual itself was meant to create.
THE IDENTITY
We wanted a name that spoke to the purpose behind the ritual, not just the product itself. People use crystals, affirmations, and incense to find something, balance, calm, a sense of direction in their emotions and everyday life. Chants of Clarity holds both halves of that intention, the chants that carry the affirmation, and the clarity that people are working toward with every use.
PACKAGING
Everything on the pack was designed to feel soft and welcoming, starting with a watercolor direction that set the tone for the entire range. We wove affirmations directly into the packaging, quiet cues that speak to what the consumer is already searching for, and added a small display window so the crystal inside becomes visible before the box is even opened. Rather than presenting a product, we wanted the pack to feel like it was speaking to a need, an answer waiting to be found rather than something being sold. The result stayed simple in its execution, but graceful in how it came together.
