Shakti

Reframing an ancient ritual for modern life.

Location

Global

Sector

Brand Identity

What we did

Brand strategy, brand identity, art direction, packaging, illustration and brand book.

Shakti is a brand of leading acupressure products. When Shakti came to Shed, their brand was confused, lacking both a strategic foundation and a coherent visual expression. Shed worked with the founder and global stakeholders across multiple markets to unite them under one new brand that enabled growth.

Shakti had been working with the same in-house branding for nearly 2 decades. With little to separate it from copycats, the brand had become disparate and dated. Shakti’s founder is based in India and the rest of the stakeholders are divided across 6 continents, so for the rebrand to be successful Shed needed to re-unite a fragmented team and modernise the brand to appeal to a new, wider audience of wellness curious.

Acupressure is a wellness practice that stems back thousands of years, originating in India. Our strategic concept of "Indian Enlightenment" celebrates Shakti’s origins, where the product is made and the women who make it, whilst educating a new audience on how acupressure can alleviate issues derived from modern living.

The rebrand celebrates Shakti’s unorthodox approach that pain leads to feeling good, and leans in to the quirkiness of Shakti’s products through a playful, vibrant and energetic verbal and visual language. The rebrand united the Shakti team and, at the same time, generated an increase in sales, social media following and uptake of new products.