Brand Identity


Tulua is a brand built around the idea of bringing India’s complex recipes to people’s homes in a convenient and versatile way.
A large part of Tulua’s customer segment consists of an audience that is not accustomed to cooking complex Indian recipes. Our aim was to come across as an honest, friendly & approachable brand that they could connect with.

Reinventing Home Cooking


Tulua is a brand built around the idea of bringing India’s complex recipes to people’s homes in a convenient and versatile way.
A large part of Tulua’s customer segment consists of an audience that is not accustomed to cooking complex Indian recipes. Our aim was to come across as an honest, friendly & approachable brand that they could connect with.

Age-old indian recipes with a new age approach.


Tulua offers authentic Indian cuisine that is tailored to meet the lifestyle of a modern day working professional. The visual identity aimed to capture this by positioning Tulua as a contemporary Indian brand.

Colour Palette


Colour Palette


Typography


Titles: Acrylic Hand

Packaging Concept


At its core, Tulua is all about local, ethically sourced, fresh and clean ingredients. This became central to how we approached the packaging design. By focusing on the ingredients, we also aimed to draw attention towards the abundance of flavour, complexity and beauty of Indian cooking.

Staying true to the brand, the ingredients for the shoot were sourced locally from Mahatma Phule Mandai, Pune’s oldest market for perishable goods.

Photo Shoot


Each spice arrangement for the packaging artwork was constructed by hand with great attention to detail.
In order to visually differentiate each packaging recipe the design flow was constructed to mirror the ingredients that went into the making of each product.

The Result


By limiting our choice of ingredients to a select few spices, we were able to represent the flavours of each recipe in a simple, yet visually appealing way.
The placement of ingredients in each design showed the diversity of spices used in the making of these meal bases.

A passion project founded by an Indian born Australian Chef and a brand strategist, Tulua recreates authentic Indian meal bases inspired by the flavors and beauty of Indian cuisine. Their products are made using locally sourced ingredients & spices with no artificial additives.
By staying true to our rich Indian heritage & culture Tulua brings you the joy of cooking complex Indian cuisine in a simple yet flavorful package.

ClientTulua Foods Pvt LtdServicesBranding, Design, PackagingYear2020Linkwww.eattulua.com

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