TARU Naturals & Organics is a grassroots movement of 10,000 tribal & small-scale farmers across India; a fair trade network connecting farmers to markets, with healthy, pure & organic produce.

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COLOUR

As for the color palette of the brand, the tones I chose were earthy but at the same time pastel for a more delicate look. The colors allude to that of the Indian national flag since the company prides itself on the heritage that the Indian farmers carry on with their hard work.

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ETHOS

The brand identity was clean, simple, and effective in getting the message across. All the logos had a recurring linocut type effect was meant to represent the artisanal nature of the brand.

CUSTOM TYPE

The custom typeface had both rounded as well as sharp characteristics just like that of leaves and trees 

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ILLUSTRATIONS

These are a few of the initial forms that I came up with. They played around with the container shape, placement of text, and even the gender of the farmers. Initially, you could see two men farming, which was quickly changed to both a woman and a man, given the equal contribution that women have in this field.

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I wanted to create some graphics for the brand. I was inspired by the art of lino cutting which gives a very raw, handmade finish. The purpose of this was to continue bringing tactility to the brands' image as one of the main mantras of Taru Naturals was how hands-on it was. Negative space, simple vector lines, and thin parallel strokes were used to give the lino cut effect.

I decided that the best way for me to learn branding is was to take up a real brand and re-brand it. My aunt in Bombay owns this company and she let me use it as a part of my visual experimentation.

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I worked on the visual identity including colours, a custom logotype, and a few visuals.

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