Taru Naturals
Brand Identity, Typeface, Logo
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.
For the color palette, I chose earthy tones which not only represented natural resources but also represented the key factor which was- local Indian produce. The flag of India consists of orange, green, and blue which I thought would be perfect representatives. So I chose shades for all three which were toned down versions from the original colors.
The brand identity was clean, simple, and effective in getting the message across. All the logos had a recurring thumbprint effect was meant to represent the tactility of the brand. The custom typeface had both rounded as well as sharp characteristics just like that of leaves and trees
For the custom font, there were a couple of existing fonts that I took inspiration from. I wanted the font to be a condensed, bold sans-serif with a decorative script touch which could capture the essence of the brand well.
FONT
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.
COLOUR PALETTE
GRAPHICS
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.
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.
Another problem was the hoe that the woman was holding seemed to be in a misleading position which made it look like she was directing it towards the other farmer. This was changed to a better position which was not misleading. The form below was the final form I came up with. It could be used on the website as a banner or even on packaging.
This simple vector line drawing of a palm trim serves as a great assistor to the main typography logo. The parallel lines in the leaves are actually inspired by thumbprints which symbolize tactility and have a human touch to them. I found that this captured the pride of the company, which is the artisanal and hands-on work of the farmers. The parallel lines are also similar to the endless crop rows of fresh organic produce.
PACKAGING
Sample Pouch basic packaging for Taru Naturals Royal Black Rice
The main logo for the company would be a typography-based logo. The Taru Naturals custom font can be used interchangeably across various mediums depending on what the medium requires. For example, in the packaging, the "NATURALS" has been reduced in size to make a more condensed logo, whereas, in a long-running banner, the size can be kept the same. This logo also gives a lot of room to play in terms of colours, outlines and textures. It can be easily manipulated and reproduced depending on the context.
BEFORE
AFTER
