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The design has the power to solve any complex problem. Elephant Design using this power of design to create exceptional brands and develop amazing products for their clients. They have recently created many inspiring brand solutions and we have showcased some of them here.

The Task at Hand: Packaging and Naming Nostalgia in The Form of Authentic Curry Pastes.

The Story

Tangy Turmeric wished to create a range of products that could cater to those who, for some reason or another, we’re unable to experience the goodness of home-cooked food. In the traditional Indian context, Ghar Ka Khaana (as it’s called) is nutritious, wholesome, pure – and most importantly, delicious. But could it also be convenient?

That was how Tasty Tales was born. Their ready-to-cook curry pastes are free of preservatives, which is a double-whammy for their target audience since the new generation associates packaged food with additives and ‘synthetic’ taste.

Moreover, meticulous research has led them to craft these products in the way they were intended – straight from the grandmothers’ hidden cache of recipes, committed to nothing but a memory.

The Focus

Envisaging the right nomenclature for a brand that wants to bring traditional, authentic and regional recipes to consumers in a convenient packaged format. Creating a packaging system for the brand, enabling differentiation and helping it stand out on the shelf.

The Design

Elephant worked with Tangy Turmeric, the parent brand to find the right nomenclature. The Grandmother became a central figure in the brand’s identity. Since her recipes would be passed down from one generation to the next in the form of oral storytelling sessions, the team created the nomenclature: ‘Tasty Tales’, and it was met with immediate acceptance. The name was easy on the tongue, had a good recall, and represented everything that was nostalgically delicious.

Based on the nomenclature, Elephant also designed a packaging system for the products that had strong visual cues for aroma, taste and authenticity – playing on the ‘grandmother’ to be the originator of regionally authentic recipes that are also convenient to execute.

The package itself is a stand-up sealable package with an interesting choice of a jar shape, which Elephant helped to enhance. Like one of those porcelain jars found in the days of old, complete with cloth and string graphics, the package hints at the promise of authentic goodness within, while also being convenient for the product.

Published in Issue 49

The Design in 2020! Each year starts with many predictions, anticipations and a lot of hope for bad things to go out and good things to come in our life. The year 2020 has already started with eventful initial months and may hold more surprises in coming times. To understand what’s coming from the design perspective, we featured some of the best design projects from last year. Also discussed a few broad questions like how minimalism will affect our designs or what all an illustrator to keep in mind to be successful and much more.


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We are a bunch of enthusiastic creatives, designers and writers, who are committed to bringing forth the hidden Indian Design talent with an unbiased and unique approach to design.