Turmaroot

The brief

Turmaroot positions itself as India's first non-cosmetic Ayurvedic ritual brand. That positioning falls apart on a conventional ecommerce layout. A customer buying into a tradition needs a store that behaves like one, not a shelf of SKUs with a heritage paragraph bolted onto the about page.

The outcome

A store that sells the ritual rather than the bottle, with shop-by-concern paths and the brand's heritage carried through the buying experience.