The Timbaktu Collective in Rayalseema, Andhra Pradesh has been doing pioneering work in helping marginalised communities revive agrarian lifestyles.
Lumos was commissioned to do a corporate identity rebranding and packaging project for their range of 85 products. The objective of the rebranding exercise was to create a contemporary brand for the collective and its sub-brands, reflecting their rural roots, sustainable organic practices and handmade production processes.
The products were categorized into three distinct ranges; Naturals, Organic and Artisanal ranges with packaging that reflected the specific characteristics of each range. The Naturals range with bright, earthy colours and easily recognisable icons was targeted at a multilingual audience. For the Organic range comprising mainly millet-based products, detailed line drawings of the plants celebrated nature. The Artisanal category echoed its premium nature with a minimalistic palette of gold, black and white, in addition to an elegant font and illustration style.
True to its sustainable ethos, a range of innovative packaging solutions were explored and used – from moulded areca palm and woven river grass containers, to oxy-degradable brown paper packaging along with a shift to glass jars and bottles.