Tully'z a bolder design
I've been following Tully'z Kitchen for a while now, and it's one of those brands that has been stuck in the back of my mind. The passion behind the brand is hard to miss, and the more I looked at it, the more I found myself questioning the category rather than the brand itself.
Walk down the curry sauce aisle and it's a sea of glass jars, all broadly doing the same thing. Which naturally led me to wonder what would happen if someone decided to rip up the rule book and try something completely different.
That thought didn't stop at the format. The personality behind Tully'z is bold, energetic and impossible to ignore, so I started exploring how the brand could lean even further into those traits.
This isn't intended to be a finished design, nor is it a criticism of the current one. It's simply a creative exploration of where the brand could go if it stepped outside some of the category conventions that have existed for years.
That's what I enjoy most about creativity. Not trying to find the perfect answer, but exploring possibilities and seeing where they lead.
So what do you think? Does real disruption come from changing the packaging format, the visual identity, or both?
Transparency Note: This is a self-directed concept project designed to explore ideas and craft. It does not represent a live client engagement, where outcomes are typically influenced by commercial goals, research, collaboration, and iterative feedback throughout the design process.
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