TOTE

‘India has a rich history surrounding salt, with historical events like the Dandi March creating a movement within the nation. In homage to this, Tote Salt brings this movement closer to its home place of Kerala, by providing hyperlocal, iodised salt products that are healthy and budget-friendly.’

BRANDING

The Tote typeface was given visual weight in order to push this very image, without taking focus off the product. Being an economic category product, the client printing budgets were considered to design the brand identity strategically with 2 colours.
As the essence of every kitchen, salt has a low barrier of entry into the localised market. As such, a regional and economical brand like Tote requires an apt branding strategy that pushes authenticity and accessibility in its design. We worked towards giving the brand a functionable appeal, a personality fitting for its market segment could then be constructed.

PACKAGING

Minimal yet practical design elements were needed to efficiently communicate Tote’s appeal. A design framework that made use of basic elements, along with a vibrant colour palette inspired from the
National flag, helped in setting a memorable perception for the product. Maintaining a two-colour print helps save cost, while also giving the overall design a balanced look.
Minimal yet practical design elements were needed to efficiently communicate Tote’s appeal. A design framework that made use of basic elements, along with a vibrant colour palette inspired from the National flag, helped in setting a memorable perception for the product. Maintaining a two-colour print helps save cost, while also giving the overall design a balanced look.

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