THE CHALLENGE
Lisa Mistry-Ghatala came to us with one thing. A name. SOMA, the Sanskrit word for the moon and for the sacred elixir of the Vedic texts. Beyond the name, nothing. No logo, no package, no tagline, no website, no voice, no positioning, no product photography, no brand framework of any kind. A first generation Indian American Ayurvedic practitioner with a lineage of inherited knowledge, a vision, and an empty file.
What she wanted to build was bigger than a product line. She wanted a modern Ayurvedic media brand. A platform for editorial, education, and ritual that happened to sell beautifully crafted products alongside it. That ambition shaped every decision that followed. The brand we built had to work as a publication, as a teacher, and as a store, simultaneously, on day one.
THE STRATEGIC INSIGHT
Wellness brands in the Ayurvedic space had nearly all chosen the same answer to the same question. The question was: how do we get women to buy this? The answers were: package it as mysticism, or package it as biohacking. Both treated the customer as someone to be persuaded.
We made a different bet. SOMA would not be built to sell Ayurveda. It would be built to teach it. Position the brand as a media platform first, with products as the natural extension of the editorial relationship. The brand wouldn't compete with the wellness aisle. It would compete with what women were already reading at night.
That reframe changed every input downstream. A brand built to teach doesn't need to shout, decorate, or perform expertise. It needs to look composed, considered, and trustworthy enough to come back to. The customer isn't being sold to. She's being invited in.
We landed on the tagline that anchors the entire platform. Beautiful Food. Beautiful Sleep. Beautiful Sex. Three pillars that are foundational to Ayurvedic practice, told in plain modern language. Wide enough to contain every product, article, ritual, and conversation the brand would ever produce. Specific enough to make a clear promise. Honest enough to include the third pillar that most wellness brands quietly remove.
THE SOLUTION
We built the brand expression from zero.
The logo, the wordmark, the packaging, the product photography, the website, the voice, the editorial system, the email funnel, the social presence. Every surface, every word, every image. None of it existed before. All of it had to do the same job at once, which was to make a customer who'd never heard of SOMA feel like she was meeting a brand that had always been there.
We wrote the tagline. We designed the logo around it, a crescent moon that resolves into a feather on closer inspection, a single mark that holds both registers of the brand, the confident teacher and the intuitive guide, in one symbol. We built the wordmark to sit underneath it with the kind of restraint a serious publication uses, not the kind a wellness brand uses.
We then built the system outward. Packaging that treats each product as a chapter of the same book rather than a SKU in a catalogue. A content channel, Wisdom, that gives Lisa a publishing platform aligned with the brand's media ambition. A lead magnet, Ten Rituals, that establishes the brand's voice and value before a customer is ever asked to buy. An e-commerce experience that reads more like a curated boutique than a supplements site. Instagram and YouTube channels that extend the editorial voice into the social feed.
The deliverable was not a brand identity. It was the entire commercial and editorial expression of a media company. Everything Lisa needed to launch SOMA into the world.
THE OUTCOME
A practitioner with a vision and a single Sanskrit name became a fully expressed brand operating across product, publishing, and community.
A complete brand expression built from zero. Name interpretation, tagline, logo, wordmark, packaging system, product photography direction, website, editorial voice, brand guidelines. Every asset, every word, every image.
An active e-commerce business at somalifestyles.com across three product categories, Teas, Herbal, and Ritual, including Chyawanprash, Golden Milk, Ayurvedic Bath Bombs, and the Dragon's Blood Infused White Sage Bundle.
A working media platform alongside the store. The Wisdom editorial channel, the Ten Rituals free guide, and the SOMA Circle newsletter give Lisa the editorial relationship with her audience that the strategy was built around.
A scalable three pillar architecture (Food, Sleep, Sex) that gives the company a long product and editorial roadmap inside a single coherent brand.
A foundation that reads like its founder. The brand looks like Lisa's practice deserves to look, and like the audience it serves recognizes immediately as theirs.
"I teared up when I first saw this. It so perfectly captured the beauty of what I was looking to convey" — Lisa Mistry Ghatala, Founder, SOMA Lifestyles
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