case study
ojas studio
OJAS STUDIO makes date and grain bites inspired by the eastern science of Ayurveda, one of the world’s oldest wellness practices. The brand’s founders observed individuals all around them craving healthier habits, but being thwarted by chaotic lives. Despite being an ancient philosophy, they believed that Ayurveda had the power to address the plights of modern life — burnout, stress, lack of time — and be accessible at the same time. They kept it simple. Three snacks, tons of ancient wisdom.
We were already big fans of Ayurveda (and snacks), and it was our pleasure to work with the OJAS STUDIO founders and their collaborators at Kripalu to craft the ideal voice for their vision, including their tone of voice strategy, product storytelling and packaging copy, website copy, and interactive dosha* quiz.
*The three main energies in Ayurveda that govern our physical bodies and influence us all. When they’re in balance, so are we. You should take the quiz. This is not sponsored.
THE ANTONYM EFFECT
“It’s a unique challenge to distill the science of yoga, and one of the world’s most ancient wellness practices, into a single bite. When developing the OJAS STUDIO voice, first we determined what it would never be. Preachy, perfect, falsely Ayurvedic, overly scientific, loaded with expectation, powered by extremes. From that emerged what it could only be. Relatable, mindful, centered, connective, aware that we’re all just doing our best, and intent on meeting people where they’re at.”
THE LEXICON
Knowledge, Wellness, Practice, Collective, Spirituality, Vigor, Vitality, Rooted, Elements, Lifestyle, Balance, Dosha, Vibrant, Kindred, Spirit, Mindful
THE ORIGIN STORY
About OJAS STUDIO
A nod to the Sanskrit word for "vigor" or "vitality", OJAS ("oh-djas") STUDIO is a food and lifestyle brand inspired by the love and wonder of the Ayurvedic lifestyle. We understand that Ayurveda’s practices aren’t always accessible in today’s world, so our offerings reimagine its age-old traditions for modern lives. We hope that when you discover OJAS, you discover yourself.
East Meets West
We draw our inspiration from Ayurveda, an ancient Indian system of wellness, which emphasizes living in rhythm with the seasons and one's own unique nature. Ayurveda is a holistic lifestyle that uses daily practices to manage the three Ayurvedic doshas — Pitta, Vata, and Kapha — which, according to the ancient Ayurvedic texts, are the main energies that govern us and the natural world. In Ayurveda, knowing the state of your doshas is the key. Interested in learning more about your dosha?
Crafted With Inspiration
OJAS STUDIO recipes are inspired by each dosha, and contain no artificial sweeteners. While snacking is not often encouraged in Ayurveda, these bites offer a way to pause and infuse a moment of Ayurvedic inspiration into the unavoidable reality of our busy, modern lives. When savored with a pause, deep breath, and a smile, these bites remind us to be conscious of when, what, and how we put food into our bodies.
