Dr. Jeev’s
A probiotic, Ayurvedic soda created for wellness enthusiasts who want to improve their health with the foods they choose.
Branding | Visual Design | Advertising
Collaborator: Rashi Garg
Roles: Visual Designer | Art Director
Tools: Figma | Illustrator | Photoshop | Webflow
Timeframe: 3 months (March – June 2022)
Overview
Our assignment was to create a subscription-based probiotic soda that is different from its competitors and appeals to 26-65 year old wellness enthusiasts who want to improve their health by augmenting their diet.
Problem to Solve
The natural beverage market is flooded with probiotic sodas and kombucha that all promise gut health and look similar. How might we create a new type of probiotic beverage that looks and tastes different from the competition?
Thinking + Process
Research + Demographic
As of 2019 The global market size for probiotic beverages was $1.84 billion, projected to reach $10.45 billion by 2027. Demand is increasing most quickly in India and the western United States. The target demographic skews female between the ages of 15 and 65.
Concept
Rashi missed her hometown Rajasthan, and wanted to focus on strategy and UX. I wanted to explore the angle of food as medicine and focus on illustration and visual design. High demand in India and the rise of wellness culture in the US showed us the overlap in demand, so we infused our soda with Hindi flavors and Ayurvedic herbs for a probiotic soda that provides the taste of India along with holistic health benefits.
Suksham Jeev: Sip Your Way to Health
We named it Dr. Jeev’s as a nod to Dr. Pepper. It’s Jeev’s because suksham jeev means good bacteria in Hindi. We chose traditional Indian flavors: Tulsi Ginger, Cinnamon Turmeric, and Cumin Mint. Each flavor has targeted health benefits with powerful herbs and antioxidants that bind and remove toxins from the body, and each soda has a mega dose of beneficial bacteria to kick out the bad bacteria and re-establish a healthy gut biome.
Designing the Cans
We created a traditional Kalamkari pattern in a warm, saturated colors for vibrant, eye-catching cans. I refined the Kalamkari pattern in Illustrator, recoloring it to reflect each of our flavors. I sketched and composited ingredients in Photoshop to show off their natural appeal in radial patterns. I created and iterated on the layout for the cans in Figma. I made 3D mockups in Figma and augmented them in Photoshop.
Marketing
Social Media
Our social marketing focused on Instagram because that’s where the majority of our users are. I wrote puns based on the health benefits of each flavor, and showcased the flavors by knocking them out of the cans. When people swipe through our carousels, they can see the natural ingredients inside.
Landing Page
Rashi and I used Webflow to design this site based on the concept of “sip your way to health”. We used my version after A/B testing showed the card-based layout was more visually engaging. Interstitials show our sustainable farming, ethical trade practices, testimonials, and display social credit where Dr. Jeev’s has received acclaim from health publications. Visitors can learn about each flavor and its health benefits, and SipScribe to try all the flavors. Further down, users can sign up for marketing emails in exchange for a discount on SipScriptions to Dr. Jeev’s.
I used MidJourney to create advertisement images onto which I Photoshopped Dr. Jeev’s cans. These can be seen on the landing page.
Key Takeaways
Clickthroughs from social marketing make it easy to SipScribe.
Authentic Indian flavor combinations make Dr. Jeev’s stand out on the shelf.