/BRAND GUIDELINES 2024
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Table of Content
Who is Aeka?
/ABOUT AEKA
How Aeka communicates?
/VERBAL IDENTITY
What Aeka stands for?
How Aeka looks?
/VISUAL IDENTITY
What is Aeka?
Meaning behind Aeka
What we do?
Brand Pillars
Brand Characteristics
Value Proposition
Target Audience
Brand Archetype
Our Tone of Voice
Our Tagline
Communication Basics
Guidance for Social Media
Guidance for Website
Guidance for Packaging
Our Purpose
Our Beliefs
Our Promise
Our Mission
Our Vision Our Values
Our Ambition
Aeka Wordmark
Brand Colours
Brand Typography
Graphic Assets
Packaging
Imagery
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
What is ?
Aeka is a wellness brand which seeks to uplift its consumers every-day routine by bring together high-quality and well-researched products. We bring together clinically-backed ingredients and natural actives to formulate products which are safe as well as effective .
It’s a premium brand primarily targeted towards tier 1 and tier 2 demographic.
IS AEKA?
IS AEKA?
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Meaning behind
“Aeka” is a derivative of “Ek” (एक) which means “One” in Sanskrit
It signifies oneness and unity with oneself which involves accepting your authenticity and embracing our imperfections which makes us, us.
For us the idea of “self-care” starts with treating yourself with kindness and without judgment or criticism.
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
What we do?
We create products to meet every-day wellbeing needs starting from oral care, body care and nutrition for your body and mind. Our products find a space in our customers daily routine and elevate small daily-routines into wellness rituals.
Brand Pillars
Safety
You will never see ingredients which have adverse effects on your health in our products. We also conduct safety testing of ingredients and products. Safety for us doesn’t end with our ingredients, we also ensure that our products are manufactured in certified and audited facilities which adhere to strict hygienic standards and follow best practices.
Efficacy
Each of our products is made with a goal in mind and we work with formulators, healthcare experts and ayurvedic doctors to ensure efficacy. For us natural is not better but what we like to use are bio-compatible and bio-available materials which work with your body.
Transparency
We don’t believe in hiding anything about us or our product sourcing. Which is why we always disclose the full ingredients.
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Certain words that represent Aeka Brand Characterstics
Caring Thoughtful Mature Natural
Experienced Effective Aspirational Knowledgeable Kind Honest
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Value Proposition
Aeka is a perfect blend of nature and science.
Aeka uses natural food grade ingredients with clinically proven benefits. It is a premium brand that makes natural, safe products but comes at an affordable cost.
Each product at Aeka is made with a purpose and goal in-mind.
Brand USP’s
• Effective
• Science-backed
• Feels good to use
• Premium
• Long term results which will make you want to keep using it
• Aim to be the best in the market in the category in terms of quality and effectiveness
• Transparency
Target Audience
Demographics:
Age Range: 25-50 years old
Tier 1 / Tier 2 / Urban Residents
Income Level:
Affluent
What they Seek:
Products which can elevate their lifestyle, health Premium positioning – placement in health stores, health spas / retreats, used by premium creators, nutritionists etc.
Quality
Clean ingredients
Attributes:
• Already uses premium products in other categories
• Not price conscious but value seeking: Willing to invest in products that offer significant benefits and value
• Aspirational: Willing to upgrade to better product than what they are currently using
• Well-travelled
• Well-educated
• Working at Large Corporates, MNCs, business-owners
• Health conscious, may or may not be working out
• Try to eat organic produce, high-quality food ingredients
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Brand Archetype
CAREGIVER + SAGE
Aeka’s personality can be derived through the two archetypes ‘Caregiver’ and ‘Sage.’ Aeka is a caregiver as its a nurturing brand which cares for its users’ wellness through reliable and gentle scientifically backed natural ingredients. Aeka is a sage because it thoughtfully creates effective formulations through extensive research and insights.
CAREGIVER Nurturing
Compassionate Caring
Gentle Reliable SAGE Wise
Knowledgeable
Reflective
Thoughtful
Insightful
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Our Tone of Voice
Aeka’s tone of voice is sophisticated, knowledgeable, and approachable.
It combines the precision of scientific expertise with the warmth of a trusted friend, making wellness accessible to all. The language is clear, confident, and rooted in transparency, reflecting the brand’s commitment to honesty and openness. Whether communicating the benefits of clinically-backed ingredients or guiding customers through wellness rituals, Aeka’s tone is informative, empathetic, and always elevates the conversation around well-being.
/WHO IS AEKA?
/WHAT IS AEKA?
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
The tone of voice and communication style for Aeka should align with its premium, wellness-focused positioning. Here are a few pointers that can help in retaining the Aeka’s tone of voice.
Clarity and Simplicity:
Communicate with clarity and simplicity. Avoid jargon and complex language. Ensure that your audience easily understands the benefits and usage of your products.
Empowering Language:
Use language that empowers the audience. Convey the message that using Aeka products is a choice that leads to personal well-being and self-care.
Authenticity and Transparency:
Emphasize authenticity and transparency. Talk openly about the sourcing of ingredients, the formulation process, and the benefits of each product. This builds trust with your audience.
Wellness Lifestyle:
Convey a sense of a wellness lifestyle. Position Aeka as more than just a product; it’s a companion in the journey to a healthier, more mindful lifestyle.
Positive Reinforcement:
Use positive reinforcement in your messaging. Highlight the positive impact that Aeka products can have on the daily lives of your audience.
Aspirational Yet Attainable:
Maintain an aspirational tone while ensuring it remains relatable and attainable. Your audience should feel that achieving a wellness-oriented lifestyle with Aeka is within their reach.
Science-Backed Assurance:
Reiterate the science-backed nature of your products. Communicate that Aeka is not just about natural ingredients but about those scientifically proven to be effective.
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Our Tagline
The tagline of Aeka is dynamic, directly aligning with the specific product being highlighted in a given campaign.
Aeka adopts a tailored approach by emphasizing how each product range elevates specific moments.
For instance, the toothpaste range is aptly dubbed ‘A Fresh Moment,’ capturing the essence of the product and the enhanced experience it brings during use. This dynamic approach extends to other product ranges, each accompanied by a unique tagline that perfectly encapsulates the distinctive qualities of the product. For instance, the facial range could be associated with ‘A Radiant Moment,’ while the shower range might evoke ‘A Serene Moment.’
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Communication Basics
In Aeka’s communication, clarity and transparency are paramount.
Every message is crafted with a sophisticated yet approachable tone, combining scientific precision with a warm, friendly demeanor. The brand prioritizes honesty and openness, ensuring that information about products, ingredients, and practices is readily available to customers. Aeka’s communication is informative, empathetic, and designed to elevate the wellness conversation. It is crucial to maintain consistency across all channels, ensuring that the brand’s voice resonates authentically and builds a trustworthy relationship with its audience.
/WHO IS AEKA? /WHAT IS AEKA?
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Communication Do’s
Be Clear and Concise:
Clearly communicate the benefits and usage of Aeka products. Use simple language to ensure easy understanding.
Emphasize Wellness Lifestyle:
Position Aeka as a facilitator of a wellness lifestyle. Connect with the audience’s desire for a healthier, more mindful way of living.
Highlight Science Backed by Nature:
Emphasize the science-backed formulation of Aeka products. Reinforce that each product is crafted with well-researched ingredients.
Encourage Transparency:
Be transparent about product sourcing, formulation processes and benefits. Transparency builds trust with the audience.
Empower with Positive Language:
Use language that empowers the audience. Convey that choosing Aeka is a positive step toward self-care and personal well-being.
Share Customer Stories:
Share authentic customer stories and testimonials. Let satisfied customers be the voice of the brand, showcasing real-life positive experiences.
Maintain Consistency:
Ensure consistency in tone and messaging across all communication channels. A cohesive brand voice enhances recognition.
Convey Premium Lifestyle:
Portray the use of Aeka products as part of a premium lifestyle. Connect with the audience’s desire for exclusivity and luxury.
Educate about Ingredients:
Educate the audience about the benefits of the ingredients used in Aeka products. Help them understand why these ingredients are beneficial for their well-being.
Create Engaging Content:
Develop engaging content that resonates with the audience. This could include educational content, wellness tips, or interactive campaigns.
Communication Dont’s
Avoid Overuse of Jargon:
Avoid overusing industry jargon. Make sure your communication is accessible to a broad audience.
Don’t Make False Claims:
Never make false or exaggerated claims about the benefits of Aeka products. Maintain honesty and integrity in all communications.
Don’t Complicate Messaging:
Keep messaging simple. Avoid unnecessary complexity that might confuse the audience.
Avoid Negative Language:
Steer clear of negative language. Instead of focusing on problems, emphasize how Aeka products provide solutions.
Don’t Neglect Engagement:
Don’t neglect engagement with your audience. Respond to queries and comments promptly to foster a sense of community.
Avoid Generic Messaging:
Tailor your communication to resonate with the specific lifestyle aspirations of your target audience.
Don’t Compromise on Quality:
Never compromise on the quality of communication materials. Maintain high standards in visuals, content, and messaging.
Don’t Disregard Feedback:
Pay attention to customer feedback. Use it as an opportunity to improve and refine your products and messaging.
Avoid Cluttered Design:
In visual communication, avoid cluttered design. Keep it clean, elegant, and aligned with the premium positioning of Aeka.
Don’t Oversell:
While highlighting benefits, avoid overselling. Let the quality and efficacy of Aeka products speak for themselves.
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Guidance for Social Media
Tone and Style:
Maintain a sophisticated and friendly tone.
Blend scientific precision with a warm, approachable style.
Use clear, concise language to convey information.
Visuals:
Embrace a clean, minimalist aesthetic in line with the brand’s premium positioning.
Prioritize high-quality visuals that reflect the brand’s commitment to excellence.
Ensure consistency in visual elements, such as color schemes and typography.
Transparency:
Communicate openly about ingredients, formulations, and product benefits.
Share behind-the-scenes content to humanize the brand and build trust.
Be responsive to customer inquiries and feedback.
Wellness Lifestyle:
Showcase how Aeka products seamlessly integrate into a wellness-focused lifestyle.
Highlight moments of self-care and well-being that align with the brand’s ethos.
Encourage user-generated content that reflects Aeka in real-life scenarios.
Dynamic Taglines:
Implement dynamic taglines that adapt to specific product ranges (e.g., “A Fresh Moment” for oral care, “A
Radiant Moment” for facial range).
Ensure taglines resonate with the unique benefits and feelings associated with each product.
Educational Content:
Share informative content about ingredients, product usage, and wellness tips.
Use infographics and visuals to simplify complex information.
Position Aeka as an authority in the wellness space.
Engagement and Interaction:
Foster a sense of community by encouraging discussions and conversations.
Respond promptly to comments, messages, and mentions.
Run interactive campaigns and challenges to engage the audience.
Consistency Across Platforms:
Maintain a cohesive brand identity across all social media platforms.
Tailor content to suit the nuances of each platform while adhering to overarching brand guidelines.
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Guidance for Social Media
Do’s: Be Transparent: Share openly about ingredients and product benefits.
Educate: Provide valuable wellness insights and usage tips.
Engage: Foster community through discussions and interactive campaigns.
Maintain Consistency: Ensure a cohesive brand identity across platforms.
Prioritize Quality: Use high-quality visuals and clear, concise language.
Adapt Taglines: Implement dynamic taglines tailored to each product range.
Don’ts:
Avoid Jargon: Steer clear of complex language; aim for simplicity.
Over-Promotion: Balance promotional content with educational and engaging posts.
Neglect Responsiveness: Respond promptly to comments and messages.
Inconsistent Branding: Keep visuals and messaging consistent across platforms.
Ignore Feedback: Act on customer feedback and address concerns.
Overlook Trends: Stay current with social media trends without compromising brand identity.
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Guidance forWebsite
Do’s: Clear Navigation: Ensure a user-friendly interface for easy navigation.
Compelling Imagery: Use high-quality visuals aligning with brand aesthetics.
Informative Content: Provide detailed information about each product and its benefits in a concise way.
Responsive Design: Optimize the website for seamless viewing across devices so that the design works in all resolutions.
Transparency: Clearly list ingredients, manufacturing practices, and certifications wherever its possible.
Educational Resources: Include wellness insights, articles, or blog posts.
Don’ts: Complex Language: Avoid using overly technical or complex language.
Overloading Information: Present information in a digestible and organized manner.
Slow Loading: Optimize website speed for a better user experience.
Inconsistent Branding: Maintain a consistent brand theme and messaging.
Lack of Contact Information: Ensure easy access to customer support and contact details.
Ignoring Accessibility: Ensure the website is accessible to users with disabilities.
/OUR BRAND MANIFESTO
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Our Purpose
At Aeka, our purpose is to uplift the everyday lives of individuals through a holistic approach to wellness. We believe that true well-being goes beyond external appearance, encompassing a harmonious balance of body and mind.
Our Beliefs
Wellness is a Daily Ritual:
Aeka believes that true wellness is achieved through consistent daily rituals. Our products are crafted to seamlessly integrate into everyday routines, turning ordinary moments into mindful rituals.
Embracing Imperfections:
Aeka believes that imperfections are not flaws but unique facets that make each individual one with the universe, fostering selfacceptance.
Holistic Wellness:
We believe in a holistic approach to wellness, addressing both the physical and mental aspects of well-being to create a harmonious balance.
Transparency Builds Trust:
Aeka holds the belief that transparency is fundamental to building trust. We are committed to openly sharing information about our ingredients, processes, and values, fostering a relationship of trust with our community.
Balance of Science and Nature:
Aeka strongly believes in the harmonious balance of science and nature, creating products that are not only effective but also in harmony with the body.
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Our Promise
Aeka promises to deliver wellness in its purest form. Our commitment is to provide effective, safe, and scientifically-backed products that seamlessly integrate into your daily routine. We promise transparency, quality, and a touch of luxury in every wellness ritual.
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Our Mission
Our mission is to create a sanctuary of well-being in every home. Through clinically-backed natural ingredients, we aim to elevate daily routines into wellness rituals. Aeka strives to be a trusted companion on your journey to a healthier, happier life.
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Our Vision
Aeka envisions a world where well-being is a conscious choice , where individuals embrace selfcare as a daily ritual.
We aspire to be the leading facilitator of this wellness revolution, bringing together science and nature for a harmonious existence.
WHO IS AEKA? HOW AEKA COMMUNICATES?
Our Values
Authenticity:
We embrace and celebrate the authenticity of every individual, valuing the unique qualities that make each person one with the universe.
Transparency:
Transparency is the foundation of Aeka. We believe in openly sharing our ingredients, processes, and values to build trust with our community.
Empowerment:
Aeka is committed to empowering individuals to take control of their well-being through informed choices, fostering a sense of control and self-efficacy.
Quality:
Quality is at the core of Aeka. We are dedicated to delivering products of the highest standard, meticulously crafted with care and precision.
Harmony:
Aeka promotes harmony, not just in products but in the overall approach to well-being – advocating for a balanced existence of body, mind, and spirit.
Innovation:
Aeka values innovation as a driving force. We continuously strive to bring new and effective solutions, staying ahead in the wellness industry.
WHO IS AEKA? HOW AEKA COMMUNICATES? WHAT AEKA STANDS FOR? HOW AEKA LOOKS?
Our Ambition
Our ambition is to redefine wellness . We aim to be a brand that inspires a movement towards a more conscious and purposeful way of living. Aeka aspires to set new standards in the industry, continuously innovating and creating products that resonate with the evolving needs of our audience.
/WHO IS AEKA? /WHAT IS AEKA?
