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.
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.