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Derrick Lin


Agency: Junglegym Studio
Graphic Designer: Divya Pepalla
Location: India
Project Type: Produced
Client: Tulua Foods
Product Launch Location: India
Packaging Contents: Ready-to-eat Meal Base
Packaging Substrate / Materials: Paper, Carton
Printing Process: 4 colour offset print with embossing & Spot UV

Tulua – means “rising” in Sanskrit – It is a brand that was built with the idea of creating something that enables you to have a taste of home away from home.

Tulua was born when Chef Misha founder & co-founder Richy Dave who specializes in marketing strategy, teamed up to create complex Indian recipe meal bases that held their authenticity & shelf-life. Chef Misha’s extended travels across India inspired him to use these traditional recipes & developed a line of high-quality, authentic meal bases which allowed people to recreate these timeless classic’s with ease at home.

The majority of Tulua’s target consumers are people who find the complexity of Indian cooking daunting. The aim of the brand was to come across as being honest, friendly & approachable with a feel for authentic Indian flavors.

The inspiration behind this project was created with a view to draw attention to the locally sourced spices & ingredients to emphasize the flavors & beauty of Indian cuisine. Cooking Indian cuisine can be a complex affair and as a product Tulua’s meal bases are simplifying that process for the consumer. We wanted the brand identity to reflect that same playfulness and simplicity.

The packaging has been developed around the ingredients used in the recipes. This became the core design idea. By focusing on the ingredients we drew attention towards the abundance of flavor, complexity and beauty of Indian cooking. In terms of a visual aesthetic, we aimed to position the packaging as a contemporary Indian brand without any overbearing ethnic cliches.

What’s Unique?
The key factor which makes this product stand out from generic meal base packaging is the placement of ingredients in each design which portrayed the diversity of spices used in the making of this product. By limiting our choice of ingredients to a select few spices, we were able to represent the flavors of each recipe in a simple, yet visually appealing way.