82° East
SKILLS: Brand Building, Positioning, Web Design, Art Direction, UX/UI, Naming, Content Design
THE WORK
This was a multi-year collaboration with one of Bollywood’s biggest stars, Deepika Padukone. She wanted to launch her own self-care brand, but one that felt like it could speak to a truly global audience. We conducted multiple rounds of consumer looks across the entire world, but with a specific focus on India and the Middle East, and realized that there was an opportunity to combine the time-honored traditional ingredients of the sub-continent — Ashwagandha, Gotu Kola, Turmeric and more — with the key active ingredients —hyaluronate, peptides, niacinamide — that are scientifically-driven and found in all premium skincare products. The name, 82°E, is a tribute to the standard meridian that crosses through India, and builds off of the brand’s philosophy “We’re born in India, for the world.”
The IDEO team designed the entire visual and verbal brand identity, the initial product launch, the website (including the UX flow and CRM notifications), and social strategy. What we made is the first self-care brand that speaks to both halves of the world, one that built off of tradition but isn’t restrained by it. This shows up across the entire brand experience — from the way that products are named and described, to the content that lives on the journal, to the light overlay on the photography that represents the meridian.
The first product line sold out immediately, and the brand continues to add more products, including a line for men.
andyresichling601@gmail.com
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© Andy Reischling, 2026