Taru Naturals
Packaging Identity for a range of organic food by Taru Naturals — a Grassroots led movement that helps small scale farmers across India.
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. It builds self-sufficiency across the value chain ecosystem for farm produce, intervening with Climate Resilient Agriculture, Clean Post Harvest Technology, Value added products & Market Linkages.
Taru offers a diverse range of products — from speciality flours to indigineous grains. The produce is developed by nurturing an Eco-system that enables self sufficiency for small scale farmers across India.
The brand has gained a great reputation over the years for its on-ground impact across the country. However while the products & the work done by organisation is known well, it needed to stand out from the competition.
Currently the modern retail space is cluttered with several organic brands which follow a very similar brand vocabulary — from the product claims & benefits to visual themes and packaging design.
Taru needed to create a packaging design that would allow its story to be told and also communicate the larger impact the brand was creating.
We worked closely with the Taru team to deliver a new packaging identity, that celebrates the local community.
Food. People. Community
One of the central idea behind the packaging was to create a design language that could convey not just the specific produce but the people and the community behind the produce as well.
The packaging in a sense becomes representative of not just the food but also the people and the community.
Gond Art
We worked with Gond Artisans through Tribes India & Gondwana Art Project to use Gond paintings as the key art for the packaging. It resulted in a design language that is unique and memorable. The packaging design also serves as a platform for these artisans and connects customers with the artists directly.
The packaging design in a way serves a dual purpose —
By using traditional art from the community, it creates a conversation about the interconnectivity between food & culture.
By connecting the artisans and customers, it also becomes a new platform for the artists to generate revenue.
Community Impact
The packaging also importantly highlights the community impact that Taru has created — either through market linkages or through community training for development of the produce.
Blockchain Technology
The packaging also features Blockchain Technology to create a transparent method for consumers to see the entire life cycle of the product. Scanning the QR code in each pack, opens up a link where onsumers can see clearly the specific area where the produce came from, the lifecycle and development of the product and its journey to the retail store.
The packaging design has created a new direction for the brand. As part of an ongoing design program, we are helping Taru create a unique identity for itself — one that can truly bring out its journey and its impact.
