Since 1955, TEJA Foods has been one of Western Canada’s largest distributors of high-quality South Asian foods and spices. They hired us to create an inspired visual identity and elevated packaging design to help them expand into nationwide premium channels,
South Asian visual culture and current brand perception favoured the existing colour palette. TEJA’s bride, however, needed work. Our re-imagined bride lifts her gaze toward the viewer to create an interaction, while an adjusted veil celebrates the cultural specificity of her jewellery. Natural gloss packaging stock against a matte varnish made a virtue of limited print capability and created a tactile finish. Custom lettering includes an extended serif with distinctive calligraphic execution. The typographic language extends throughout the identity for a premium, cohesive visual tone. South Asian architecture, geometry, and visual symmetry provided inspiration throughout.