01 / Challenge
The brief.
Tulsi had a strong formulation team and a weak brand language. The category in India is overcrowded with Sanskrit names and lotus motifs; the founders wanted to be premium without falling back on heritage clichés. They also wanted the brand to read in a Foodhall buyer's pitch deck, not just on Instagram.
02 / Approach
The work.
Identity, packaging system, ecommerce, and a tone of voice that reads more like a quiet apothecary than a wellness brand. The packaging is monochrome ink on uncoated paper, the typography is restrained, and the founder's essays anchor the story page. Sustainable refill system designed in.
03 / Outcomes
What moved.
Foodhall
Stocked nationally · ninety days from launch
₹2.1 Cr
First-year revenue · DTC + retail
2×
Sold out · hero SKU, restocked twice
04 / Disciplines