Visual identity for new Indian food company, which creates a healthy home-cooked menu based on real recipes from family kitchens across India.

Tula, meaning ‘balance’ in Sanskrit, also focuses on wellbeing, by personalising the dishes to customers’ body types, using the ancient science of Ayurveda.

Tula came to us before launching their business, with a logo concept which needed developing into a visual brand, to help communicate their unique standpoint in the Indian food market.

As Tula’s core value is wellbeing, we evolved their logo and created a fresh approach to their visual style with a vibrant colour palette and a graphic language that evoked balance, taking inspiration from the logo’s curves.

These visual elements work flexibly alongside typography and photography to communicate to different audiences through a range of materials, from social media, newsletters and templates, to packaging and other print items.