What is different from regular Vitamin Waters? The mix with which AJA Drinks are enriched forms an adaptogenic effect complex. This means that the active ingredients of Ayurvedic herbs act like puzzle pieces in our body and target where they find deficiencies. The goal of the drinks is homeostasis, the balance of body and mind.

Four drinks — four functions. AJA Rebalance, for example, works with gentle bio-transformation and antioxidants that support our digestion and metabolism. AJA Voyage, enriched with Passionflower, is particularly stress and anxiety-relieving (and is also said to work wonders against jetlag). AJA Harmony provides us with the mood booster 5HTP, which produces natural serotonin, and AJA Regeneration aids our body and skin with its minerals and high protein content.

The central element is a dynamic logo that resembles a human cell and conveys the idea of cellular improvement as well as the health benefits of the drinks. This logo also influences the bottle label design, combining colors, patterns, and information.

To create contrast with the scientific world, we chose black and white as a base with vibrant colors defining each drink individually. As a typographic concept, we chose Editorial New by Pangram Pangram and Steinbeck by Typefaces of The Temporary State to blend traditional aesthetics with a contemporary approach.

The bottle itself is inspired by early pharmacy of the industrial revolution. In this branding, we unite simple, systematic design with traditional and disruptive elements, such as the smiley for AJA Harmony, which rather resembles an MDMA pill.