Neotė: A Paint Brand Rooted in Tamil Typography and Culture
Neotė, a new paint brand created for the Tamil Nadu market, distinguishes itself by embedding Tamil language and cultural motifs into its visual identity rather than adopting a generic global aesthetic. The wordmark, developed by Sarang Kulkarni from Ek Type, blends Latin and Tamil scripts, reading in English but carrying the structure and movement of Tamil letterforms. Packaging features a deep purple base with illustrations inspired by Bharatanatyam, Kolam, and other classical forms, avoiding the typical brightness of paint brands for a calm, premium tone. The brand was designed by PlusOne Design and is produced by Indus Paint.
Key facts
- Neotė is a paint brand for the Tamil Nadu market.
- The wordmark blends Latin and Tamil scripts.
- Sarang Kulkarni from Ek Type developed the typography.
- Packaging uses a deep purple base with classical Indian illustrations.
- Illustrations are inspired by Bharatanatyam and Kolam.
- The brand avoids generic global aesthetics.
- Designed by PlusOne Design.
- Produced by Indus Paint.
Entities
Artists
- Sarang Kulkarni
Institutions
- Ek Type
- PlusOne Design
- Indus Paint
Locations
- Tamil Nadu
- India