Innovation. Design. Impact.
 Creative Director / Consultant


Siddhayu : Herbal Sciences

Identity, branding and packaging design for Siddhayu’s launch of it’s product line in 2020

Siddhayu is one of Ayurveda’s premier research centres for the past 40 years. A part of the 100-year-old Baidyanath Group, it has been pushing the boundaries of this ancient Indian science. Siddhayu wanted to build a brand personality that would alter the perception of ayurveda from ‘purely herbal’ to ‘scientific’.

While ayurveda is still revered today for its efficacy and use of natural ingredients, Siddhayu did not believe that it was a recipe book set in stone, unchanged for millennia. But that it was a powerful science  built around the principle of balance. One that has the power to adapt and reinvent itself, almost prescient in its ability to solve the lifestyle-induced health problems of today.

The identity design was created with the aim to reflect a balance between nature and science. The design language and illustration style blended hyper-realistic traditional artwork with contemporary graphics to further resonate with the philosophy.

The website largely aimed at communicating with their network of distributors across India, Europe and Africa.

Based on a packaging template created for them, Siddhayu has been adding more than 40 products for adults, children and pets to their growing product line.

With Dentsu India
︎ LinkedIn   /  ︎ Instagram    /   ︎ Say hello :


TEDx, Mumbai 2016 : Classrooms, Bagpackers and a Revolution
• ISDI Parsons School of Design and Innovation 2020 : There’s a Hack for Cultivating Intuitive Intelligence
• Reliance Foundation Hospitals and Research Centre at SORC, Festival
of Orthopedics, 2019 :
The Anatomy of Intuition
• TEDx Unplugged, Mumbai 2019 :
The Trick to Cultivating Eureka Moments in your Career.
• Symbiosis University, as Chief Guest, Pune 2017
• Startup Chile, Santiago 2015
• Creative Beta Mornings, Mumbai 2013

I work with

Organisations and individuals who seek to create positive change and impact on scale through lateral thinking, innovation and design.
While creating enlightening, engaging and entertaining work.
And with those who believe in revolutionising and in shaping new cultural landscapes of society.

Other things I love

User Experience Design
Installation art
Urban planning
Design for public spaces
Product innovation

Film / cinema / video

Behavioural Design
Circular economy
Oceans / environment
Scuba diving

Swimming with the whales in the wild
Pole Fitness and gymnastics

World Cinema
The confluence of science and spirituality