Nela: We’re Nela. Cold-pressed groundnut oil from native naati groundnuts, coconut oil from Tiptur coconuts, and infusions like mulberry. Nela means earth in Kannada. We want the logo and the colours to say that: rooted, from the ground.
Matash: Then the brand should begin below the surface.
Matash: ನೆಲ means earth. So the mark is the earth itself.
Matash: Layers of soil, held in a circle, in the colour of red earth. Two greens for the leaf, and a warm cream.
Matash: And a pattern from the same ground: the leaves.
Matash: Then the oils. Each label wears what it’s pressed from, drawn by hand, in colours that carry across a shop floor.
Matash: The infusions follow the same hand, leaf by leaf.
Matash: The powders go into kraft pouches. The label is cut around the window, so the moringa and turmeric show through.
Matash: Working on something of your own? Tell us about it in one line, and we’ll tell you where we’d start.
Related work: Bhima’s Foods and Mysore Milk Bar.