Tulasi Incense

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CONTEXT
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A Global Incense Brand with Deep Indian Roots

16-Year Creative Journey Across Borders

Tulasi Incense is an internationally established fragrance brand rooted in Indian tradition and craftsmanship. With a creative partnership spanning over 16 years, our work has evolved alongside the brand's growing product portfolio and global ambitions. The challenge was to bring contemporary appeal to its packaging, digital presence and retail experiences while preserving the authenticity that made Tulasi recognisable across markets.

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FMCG
Packaging / Website / Collaterals
16+ Years of Creative Partnership | over 300 Product Collections | Retail Concepts for over 30 countries in the Global Markets

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ROADBLOCKS
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Inconsistent Packaging Across Diverse Product Lines

Evolving Expectations of Younger Global Consumers

Traditional Appeal Limiting Lifestyle Relevance

Disconnected Presentation Across International Retail Touchpoints

One Established Brand, Many Evolving Market Expectations

With an extensive product portfolio reaching different countries and consumer segments, Tulasi needed to keep pace with changing retail expectations. The challenge was to give its varied collections individual appeal, modernise its presentation and maintain a familiar brand character across packaging, digital platforms and international retail environments.

Inconsistent Packaging Across Diverse Product Lines

Evolving Expectations of Younger Global Consumers

Traditional Appeal Limiting Lifestyle Relevance

Disconnected Presentation Across International Retail Touchpoints

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APPROACH
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Evolving the Brand, One Collection at a Time

Range-Specific Packaging Design
Developed distinct design directions for Exclusive Masala, Backflow Cones, Aromas of Japan, Blunt Action, Smudge Bombs and gifting collections.

Tradition Meets Contemporary Design
Combined expressive colours, modern layouts and cultural elements to appeal to changing consumer preferences.

Bringing Products to Life Digitally
Developed the Sarathi website experience, product photography and marketing content to communicate the brand's offerings across digital platforms.

Retail Experiences Beyond Borders
Designed modular merchandising concepts suited to different store formats and international retail environments.

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FINAL OUTCOME
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A Familiar Brand, Refreshed for Changing Markets

Tulasi's evolving design system brought greater clarity and character to its extensive product portfolio. Individual collections became easier to distinguish, while contemporary packaging and lifestyle photography offered fresh ways to experience the products. Across digital and retail touchpoints, the brand gained a more considered presentation that balanced its Indian heritage with the expectations of international consumers.

Clearer Discovery Across Fragrance Collections

Heritage with Contemporary Shelf Appeal

Richer Product Storytelling Across Channels

Retail Presentation Adaptable Across Markets

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TRANSFORMATION

16 Years of Design. One Evolving Story.

Our journey with Tulasi reflects how good design evolves with a brand. Over the years, we've explored new product categories, refreshed familiar collections and adapted to changing markets, all while respecting the brand's roots. From traditional incense to contemporary fragrance experiences, Tulasi continues to carry a piece of Indian craftsmanship to homes around the world.

In Client's Words

Over 16 years of working together, the Tulasi team has, time and again, valued our deep understanding of their brand, creative versatility and consistent commitment to quality. Built on mutual trust and a shared vision, this long-standing partnership has helped the brand evolve with changing markets, strengthen its global presence and support its remarkable sales growth over the years — all while staying true to its heritage.