RUMI – Organic Skincare Signature


Mumbai, Maharashtra, India

Design: The Turtle Story
Location: India
Project Type: Concept
Packaging Contents: Skincare
Packaging Substrate / Materials: Plastic

‘Beauty begins the moment you decide to be yourself.’ ~ Coco Chanel.

Our packaging design leans heavily on Rumi’s messaging – beauty is more than skin deep, it resides on the inside. Rumi stands for a celebration of self-love and taking care of oneself. It is from one’s strength and courage that they emerge from and the strength and courage that they add to. Rumi is a celebration of beauty by giving and adding value to its most natural form. It is a celebration of you!

The modern consumer today believes in all things good & natural and will not let any nasties touch their skin. The world of beauty influencers swears by organic products that come with comfort, natural ingredients packed with essential rituals. Rumi believes in complementing the consumer’s “natural beauty” quite efficiently. Their range of products have been created keeping in mind the variety of skin types so that one can find a product curated for their needs.

So we at The Turtle Story went a step ahead to reflect an inner beauty so pure that also flows into its mystical nature by choosing 3 major elements:

  1. Pastels
  2. Minimalism
  3. Edged Typography

Pastel palettes paired with minimal aesthetics come with a promise of sophistication & elegance – that embodies the true essence of Rumi with added comfort & strength. From the soft pink pastels to natural green matted creams, these designs magnetically draw the much needed attention and appeals to the modern, millennial audiences. The edged typography bottles the tenderness & the natural beauty that surrounds the brand and the logo invokes a sense of curiosity along with comfort & confidence.

Rumi’s targeted consumers believe that beauty resides skin deep & will actively seek its products as they naturally unify an exclusivity outlook and approachable identity. The added bonus is the organic origin of Rumi’s product which is subtly highlighted throughout different products. Rumi doesn’t brag about it, nor does it market the brand with any social agenda. It simply states the fact that the products complement customers’ “natural beauty” perfectly.

The core of this project was to create a soothing design that emphasizes the curvature of every product making it effortlessly atypical.