Agency: Roy Studio
Khandsari Sugar: Gond Art- Gati Rita
Wild Red Rice: Gond Art- Suresh Kumar
Royal Black Rice: Gond Art- Suresh Kumar
Himalayan Rajma Beans:Art- Mukesh Varia
Ancient Quinoa: Gond Art- Shyam
Project Type: Produced
Client: Taru naturals
Product Launch Location: India
Packaging Contents: Organic Food
Packaging Substrate / Materials: Kraft Box with vacuum sealed packs inside
Printing Process: Digital Printing & Offset printing
Part of our ongoing work with taru naturals – a grassroots movement of 10,000 tribal & small-scale farmers across India. Taru works with farming communities in villages across the country.
The new packaging identity reflects the ethos of the brand and the impact that it has had in the farming communities. The packaging reflects the larger purpose of the brand – People, Place & Food are interconnected. We wanted to reflect this connection by showcasing traditional art from the region. We used a traditional form of Indian art called Gond painting as the key visual.
The packaging is also designed to be channel for these artisans to showcase their art and also connect with interested patrons or buyers.
It also tells clearly the story of the farming community and what makes them special. Through blockchain technology, customers can scan the QR code on the package and see the entire journey of the produce – from farm to table.
Our rich visual tradition, comprising of innumerable and unique visual styles are in a danger of getting lost. At the studio one of our ongoing effort is to re-contextualise how design & craft can come together and we hope to continue this across severals areas of design programs.
The uniqueness of the packaging is not just the art that is used but also that the packaging becomes a platform for the artists to showcase their work. Typically traditional artists are not integrated with the larger design community. We’ve designed the packaging to become a platform and channel of sales for their art.