Work·Aalok Agarbatti

Aalok Agarbatti

Ancient Ritual, Modern Soul

Brand Identity · Packaging · 2024

Brand IdentityPackaging DesignArt DirectionIllustration

Aalok Agarbatti needed to honour centuries of incense-making tradition while speaking to a modern, design-conscious audience. The brief was to build a brand that felt rooted in Indian craftsmanship without looking like a commodity — one that could hold its own on a premium shelf and in a contemporary home.

Each fragrance variant gets its own colour story — a bold, saturated palette that references the mood of the scent rather than its ingredient. The packaging system uses a consistent architectural grid with a changing colour field, creating instant brand recognition while giving each product its own distinct personality.

The new brand identity positioned Aalok as a premium lifestyle product rather than a commodity. Retail placement improved and the packaging design was recognised as a standout example of contemporary Indian brand design.

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