Tula Journey is an Indian wellness brand founded in 2020 with an aim to create products and experiences urging people to pause and seek balance within. I worked with the team at Trampoline Design to conceptualise and design a brand visual language and illustrations for a guided wellness journal (later published by Harper Collins) and a deck of 50 affirmation cards.
We built a language that was inspired by the founder's vision to fuse inherently Indian motifs with a contemporary design look and feel. The visuals were created to complement and serve as a subtle relief from the otherwise text heavy sections and prompts. Since the brand aimed at gently guiding the user towards more mindful practices, the illustrations were designed to be minimal with elegant line work and a natural wash-like rendering style.
Initial layouts and rendering experiments for the journal prompts, exploring a more free-flowing style of journaling inspired by the client's background and work as an Expressive Arts and Movement Therapist.
Each prompt in the journal was treated as a new story, guided by the text as well as nature inspired processes, motifs and visuals. The idea was to re-create the freedom felt in natural spaces and environments within the journal, making it a safe space to pause, experience, reflect and share freely.
The 'Tree of Life' created in the Tula Journey visual style and usage in the journal.
The deck of 50 affirmation cards was designed as a way to bring a calming and positive energy to the user's day. We kept the design minimal so as to not pull focus from the affirmation while incorporating important brand elements like the dragonfly and lotus.
Photography: Ankit Chawla
I had the pleasure of working with the brand consecutively to conceptualise and execute multiple brand campaigns as well as social media strategy and design.
Brief: Launch campaign for 'Nivaant' by Tula Journey, a collection launching 4 new wellness tools for winter.
Ideation, Creative direction: Annushka Hardikar, Darshana Shirole
The concept for the shoot was inspired by slow winter mornings, outlining the importance of a pause, a tranquil state of being, of taking time out to simply be. The new products being launched were to serve as journaling companions, and the shoot mirrored the ease of having a companion as we go through our unique self-care journeys.
Photography 'Nivaant': Panchsheel Gaikwad
Brief: Festive campaigns showcasing the Tula Journey wellness tools as unique mindful gifting options in the festive season for loved ones near and far.
Ideation, Creative direction (Diwali) : Annushka Hardikar, Darshana Shirole
The festive campaigns created for Tula Journey focused on a spirit of warmth, togetherness and finding joy in connection with yourself and those you love. Each campaign was designed keeping in mind a contemporary Indian setting that is inherent to the brand's story.
Photography: Annushka Hardikar
Photography: Panchsheel Gaikwad
Social media creatives designed for various festive campaigns, corporate offerings and event promotions.
Visuals used integrated into the brand website. To have a closer look click here
Website design: Nishant Gantha
Animation: Aayush Wykes
Thank you!
