Packaging
Taru Naturals
Taru Naturals is a grassroots movement of 10,000 tribal & small-scale farmers across India. The new packaging identity reflects the ethos of the brand and the impact that it has had in the farming communities.
Taru is a fair trade network connecting farmers to markets, with healthy, pure & organic produce. They build self-sufficiency across the value chain ecosystem for farm produce, intervening with Climate Resilient Agriculture, Clean Post Harvest Technology, Value added products & Market Linkages. The vision is to safeguard sustainable rural livelihoods & double small-scale farmer incomes.
While developing the strategy for the brand, what we were clear was that the story of Taru and the impact that it has had on farming communities needs to be reflected in the packaging without resorting to a stereotypical visual language.
Our focus was the community and being able to communicate with the consumers that the produce that reaches them is deeply interlinked with its people and place as well. The packaging was designed to showcase the art & visual language of the community that grows the produce.
A large part of the project was executed during the 1st wave of the Pandemic in India and this raised challenges in on-ground coordination. We worked closely through Tribes India, Gondwana Art Project and Creative Dignity to coordinate with individual artists over WhatsApp. The approach was to steer away from the standard norms of food packaging and ask the artisans to illustrate various aspects of their community. From initial sketches to the final artworks- it was a pleasure working with these talented artisans and seeing their perspective and ways of looking.
Credit
Design Team: Saurav Roy, Smita Sohoni
Client Team: Ruchi Jain