Kashyap Bhatt's Tactile Packaging Identity for TOUM

Kashyap Bhatt has developed a tactile packaging identity for TOUM, a brand specializing in Middle Eastern street food. This visual identity draws inspiration from traditional Middle Eastern cuisine, featuring a unique logotype with a modified U shape reminiscent of garlic toum sauce and vertical shawarma slices. The color scheme incorporates shades of paprika, toasted sesame, and pita bread, steering clear of fast food clichés. The design employs bold condensed sans-serif typography against minimalist packaging backgrounds, complemented by small technical labels in a light monospace font that establish a cohesive grid. The packaging collection consists of butcher paper wraps, custom tape, and durable cardboard boxes, all showcasing striking black typography on unbleached paper. Unfinished surfaces emphasize the materials' raw texture, while horizontal grid lines organize labels and takeout bags. Iconographic stamps provide additional shop details. This adaptable system accommodates various box sizes, effectively translating the essence of street food into distinct visual guidelines. Bhatt's method emphasizes scale contrast over excessive decoration, ensuring a robust physical presence and a consistent visual identity across all printed materials. The case study can be found on Bhatt's portfolio.