Tula

The story of two dots and a line — rare, simplified, contextualised

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Project Details

Tula as symphony of small gestures where each object is a note. Housed in a century old Bengali baadi, or bungalow, typical to Bengal but stylistically difficult to categorise into any one architectural genre, the Tula store is the exact confluence of old and new that is so distinct to the city of Calcutta. This project demonstrated the power of strong branding as a prallel to curated product storytelling, packaging design to drive brand narrative and establish a lasting impression on & relationship with customers.

Year

Client

Agency

Category

Role

Sector

2023

Tula

The Space At 9/2

Branding & Identity, Packaging Design

Lead Designer

Lifestyle and Objects

Tula’s identity is designed to reflect values that reflected rare, simplified, contextualised and reflect a distilled way of life, anchored in the present.

Notions of balance and equilibrium, through symmetry and simple lines.

On Tula's identity & packaging

A simple equation of two dots and a line.

‘Tula’ means cotton in Bengali; light or precious gift in Greek, and in Hindi, the 7th sign of the zodiac, Libra — the sign of balance. Designed with the intent to reflect the Indian characteristics while retaining its global sensibilities — thereby building a balance or equilibrium between function and beauty; craft and design; India and the world. Tula’s identity was designed to reflect values that reflected a rare, simplified, contextualised and distilled way of life, anchored in the present. The Tula logomark is devised of a simple equation of two dots and a line — imagined as a dynamic balance (one of the many meanings of Tula) between form & aesthetic; Indian craft & global appeal; home & life. The logo mark and its base equation extends itself to various forms and use to denote multiple aspects of Tula — such as collaborations.