A Breath of Fresh Design: Havells Meditate Packaging Awarded India’s Best Design Project 2023

Havells Studio is renowned for creating design-led, new-age home appliances that cater to a global audience. Each product is inspired by an authentic story and incorporates relevant innovations, features, materials, and craftsmanship. Meditate, a state-of-the-art air purifier is one of their standout projects. Havells partnered with Studio ABD for designing a unique packaging identity and unboxing experience for Meditate. The primary aim was to capture the essence of peace and purity in the visual language of the packaging while celebrating the product’s design and technological sophistication.

Designing Purity

Drawing from traditions and rituals rooted in harmony with nature, Studio ABD designed packaging that iconised the Meditate air purifier, creating a sense of anticipation. The vibrant, warm colour filters used in the design symbolise the authentic experiences the product offers. The packaging design incorporates mountain ranges to evoke fresh air, while the concentric rings represent the slow, calming breath emanating from the body’s centre. Earthy colours were chosen to connect the packaging to elements of life, balance, and tranquillity.

Aesthetics & Functionality

Studio ABD’s innovative design approach marked a bold departure from the typical functional graphics that dominate the consumer appliance market. The new aesthetics create a distinctive shelf presence that expresses the product’s essence and sparks curiosity among consumers. This approach set a new standard for brand expression, highlighting the importance of aesthetics alongside functionality. The packaging design was extended to include product stationery, ensuring a consistent visual language throughout. The design process involved extensive work on the tangible aspects of the packaging, exploring elements such as copper foiling, matte finishes, and spot UV treatments. These enhancements elevate the overall look and feel of the packaging, creating a premium unboxing experience.

Studio ABD’s packaging design for the Havells Meditate air purifier exemplifies how thoughtful design can transform a product’s market presence. It showcases the power of design in creating meaningful and impactful experiences that resonate with consumers.

Credit: Studio ABD