In close collaboration with the founders of two distinct brands, AYU and a local Indian brand, SOAK took part in the creative brand identity along with the production and implementation of the visual concepts for the new product range.

Featuring lush aromas with goodness and effectiveness of oils, soils and salts, the collaboration combines the intention of an immersive experience with the benefits of natural ingredients. Whimsical yet rooted in reality, the products are benefit-specific, borrowing from ancient tried-and-tested methods to yield an enveloping, luxurious experience.





Kartik Tuli

Kshitij Kankaria

Tenzing Dakpa