Shilajit
Branding, e-commerce
Pure Himalayan Shilajit — From Brand Creation to Acquisition
We’ve been working with Pure Himalayan Shilajit since its inception in 2017, collaborating closely with the founder to build the brand from the ground up. From creating the visual identity and packaging design to leading the art direction across digital and print, I played a key role in shaping the brand's presence. As the business grew, I continued to support it as the lead designer — working alongside marketers and developers to design and evolve the e-commerce website, guide animation, product storytelling, and optimize the user experience for higher conversion. Our close collaboration helped the brand grow into a trusted name in the wellness space, ultimately leading to its acquisition by Nexus Capital (US, Florida).
🫶 Approach
As the brand evolved, I focused on building a high-converting e-commerce experience tailored to wellness customers. This wasn’t just about aesthetics — the goal was to create a seamless, trustworthy, and educational user journey that turned visitors into loyal buyers.
Key UX/UI contributions included:
- Conversion-Oriented Layouts: Designed product and homepage layouts based on proven e-commerce patterns, balancing storytelling with clear calls to action and trust-building elements (social proof, reviews, guarantees).
- User Research & Behavior Analysis: Collaborated with the marketing team to analyze user behavior, drop-off points, and checkout friction. Used this insight to redesign navigation, product discovery, and flows to improve retention and sales.
- Mobile Optimization: Created responsive, mobile-first designs that simplified the buying journey for users on smaller screens — a key revenue driver.
- Optimized Checkout Flow: Streamlined the cart and checkout process to reduce friction and increase conversion rates. Focused on clarity, trust signals (security, satisfaction guarantee), and minimizing steps to complete a purchase.
- Content-Driven UX: Integrated educational content (e.g. what is Shilajit, how to use it, benefits) directly into the user flow to reduce hesitation and support product confidence.
- A/B Testing Collaboration: Partnered with marketers and developers to run A/B tests on CTA placement, product descriptions, and page hierarchy, leading to gradual but measurable conversion gains.
01. BRAND POSITIONING AND IDENTITY
From the very beginning, we worked closely with the founder to shape a brand that would earn customer trust and stand out in a market that was still unfamiliar to most Western consumers. Our focus was on helping the business communicate the purity and authenticity of its product, while also highlighting its exclusivity and almost mythical origins. At the time, awareness of Shilajit was limited, and the market was far from saturated — making it essential to establish a strong and credible first impression that would resonate with early adopters and wellness enthusiasts. That's why we used a trusting and friendly tone, which was reflected in the illustrations, font, colors and design of the product packaging.
02. Packaging Design
One of the core challenges was to design packaging that conveyed the purity, natural origin, and almost magical aura of the product — while also clearly communicating its different forms, including resin, liquid, solid, and powder. Each format required a distinct approach to ensure that buyers not only recognized the product’s premium quality but also understood its specific properties and usage.
03 Website Design & Development Support
Designed the brand’s e-commerce website from the ground up and continuously improved it over time. Worked closely with developers to ensure responsive performance, intuitive navigation, and a smooth customer journey. Focused on storytelling, product education, and building customer trust.
This project was more than just a design assignment — it was a long-term creative partnership that spanned from the early stages of brand ideation to a successful acquisition by Nexus Cap. Over several years, we worked side by side with the founder, continuously evolving the brand’s identity, digital presence, and customer experience in response to market growth and business needs.
Our collaborative approach allowed us to stay deeply aligned with the founder’s vision while helping the brand navigate different phases — from product launches and marketing campaigns to website optimization and packaging for retail and e-commerce.