TEJA Foods

Background:

TEJA Foods is one of Canada’s largest distributors of high-quality South Asian foods and spices. Since 1955, the brand has enjoyed a loyal following among Western Canadians of South Asian origin.

challlenge + Opportunity:

TEJA wants to expand to a broader and more mainstream audience across Canada, especially the big grocery chains. Current customers recognize TEJA as the real deal for quality and authenticity. Entry into nationwide premium channels, however, requires an inspired visual identity and elevated packaging design to attract new fans while respecting the brand’s roots and loyal base.

Solution:

An analysis of South Asian visual culture — and current brand perception — surfaced details that we could amplify to create a new suite of visual assets. The existing colour palette — distinctive and shelf-popping since 1955 — had to stay.

The Bride — TEJA’s enduring and illustrative symbol of excellence — needed work. Our re-imagined Bride, redrawn with care and cultural sensitivity, and inspired by traditional Bollywood beauty, lifts her gaze and turns proudly toward the viewer to create an interaction. An adjusted veil frames her face and celebrates the cultural specificity of her bridal jewellery, justifying her continued place at the forefront of the refreshed visual identity.

Framing the Bride is a delicate bridal-henna-inspired motif. Using the natural gloss packaging stock, contrasted with a matte varnish, made a virtue of limited print capability, creating a tactile finish.

To complement and contrast the Bride’s delicate features, we created customized brand lettering: an extended serif with distinctive calligraphic execution that is timeless and sophisticated. The typographic language extends throughout the identity for a premium, cohesive visual tone.

South Asian architecture, geometry, and visual symmetry complemented by vibrant patterns provided inspiration throughout.

Our Services

LOGO DESIGN

BRAND IDENTITY

PRINT DESIGN

Convinced? Contact Us Need More Proof? View More Projects
Close

Subscribe To Our Lab Report

Carter Hales Design Lab Inc. will use the information you provide on this form to be in touch with you and to provide updates and marketing. Please let us know all the ways you would like to hear from us:

You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us, or by contacting us at studio@carterhales.com. We will treat your information with respect. For more information about our privacy practices please visit our website. By clicking below, you agree that we may process your information in accordance with these terms.

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp's privacy practices here.