The identity focuses on capturing purity, meditation, health, and the ancient Indian medicinal science of Ayurveda that underpins the process and aura of wellbeing of the company. Equally important is expressing the unique location, local produce and client connection the company strives towards. For memorability across wholesale, delivery and pop-up stalls. This is amplified through hand-written personal elements and a proud Yorkshire tone of voice. This personality combined with the clinical art direction forms a unique relationship.