London studio Shed partnered with acupressure brand Shakti to reposition its identity around the concept of ‘Indian Enlightenment’, reframing a centuries-old ritual for a new generation of wellness seekers. The challenge was to evolve 17 years of ad hoc branding into a unified, strategic expression that could scale globally while staying true to the brand’s Indian roots and craft-driven ethos. Shed delivered a vibrant identity full of energy and symbolism, with a bold logo inspired by pressure and renewal, a culturally rich colour palette and the unapologetic mantra: ‘Embrace the Ouch’.
