Tesu

Tesu is a home decor and furniture brand based in Madhya Pradesh that works closely with local artisans and artists from across India to produce timeless collections of objects that are natural, sustainable, functional, and rich in aesthetic value.

The brand is named after the Tesu flower, traditionally used to prepare natural colors for Holi. The brand identity draws directly from this flower, illustrated in a linocut style to evoke a handmade feel—mirroring the artisanal nature of Tesu’s products.

Since Madhya Pradesh is predominantly covered in deciduous forests, the brand palette uses earthy, muted tones to reflect the dry and rugged personality of the region that Tesu proudly calls home.

One of the key challenges in packaging was the limited availability of resources to create a visually appealing package for a premium product. The client provided simple cardboard boxes as the only available packaging material. Instead of seeing this as a limitation, I leveraged the brand’s earthy aesthetic by keeping the box natural and unaltered. A clean, minimalist label made from white ivory sheet seals the box. This label features a prominent logotype, complemented by a separate logo mark in the form of a sticker placed on one corner—adding a distinct and premium touch to the packaging.

Branding, Packaging and Art Direction: Sushruta Sarkar
Photography: Sushruta Sarkar, Squirk Media Co.