Bengaluru, June 4, 2024 – Hoovu, a brand committed to enriching the Puja experience for devotees across India, has launched a new agarbatti packaging range inspired by the Panchboota (The Five Elements). This vibrant and meaningful packaging is designed to enhance Puja rooms and rituals, ensuring a deeper connection with the divine.
In collaboration with Stratedgy, a renowned brand strategy and design studio, Hoovu aimed to capture the joy and spiritual essence of Puja. The creative brief emphasized the need to deepen the appeal among God-loving patrons through this new packaging.
Stratedgy adopted a maximalist approach, incorporating motifs inspired by Gopuram temple structures and employing a vivid color palette. A key consideration in the redesign was the sensitivity around using images of Gods or Goddesses. Many users find it uncomfortable to discard packaging with sacred images, so Stratedgy opted to feature Mudras representing the five elements instead. These symbolic hand gestures offer a respectful and meaningful alternative.
For example, the Vaayu Mudra, symbolizing air, is featured on Hoovu’s incense products, signifying the role of air in carrying devotees’ prayers to the divine.
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Krupa Sheth Kapadia, Creative Director at Stratedgy, remarked, “Working with Hoovu on this project has been an incredible journey. The collaboration with Hoovu allowed us to conduct insightful consumer immersions, to finally create a unique and respectful packaging system that resonates with devotees on a deeper level.”
Rhea Karuturi, Co-Founder and CTO of Hoovu, shared her enthusiasm: “We’ve been on a journey to bring a fresh take to our beautiful, but sometimes forgotten or overlooked, traditions. This meant bringing the joy back to Puja and we hope to do that with this collection! It was great to work with Stratedgy because they understood our vision and helped take it to another level.”
With this innovative packaging, Hoovu and Stratedgy continue to honor tradition while creating an engaging Puja experience for modern believers.
About Stratedgy
Stratedgy is a Mumbai and Dubai-based branding studio. Their core focus is on building brands from the ground up, leveraging consumer truths to manifest into sound brand strategies. The studio specialises in crafting identity, digital, and packaging systems.
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