Discover how Kashyap Bhatt created a tactile packaging identity system for TOUM, inspired by Middle Eastern culinary traditions.

The visual identity for TOUM grounds itself in Middle Eastern street food culture. Designer Kashyap Bhatt built a custom logotype. The mark features a modified U shape. This letterform shows garlic toum sauce and vertical shawarma cuts. A warm color palette uses tones of paprika, toasted sesame, and pita bread. The design avoids fast food tropes. Heavy condensed sans-serif type fills the frame. It creates sharp contrast against clean packaging backgrounds. Small technical labels sit at the edges. They set up a clear grid across every printed item. Secondary type uses a light monospace font. This creates an optical balance between graphic weight and subtle details.

Tactile Brand Identity and Packaging Mechanics

Material choices drive the brand design across every surface. The packaging collection includes butcher paper wraps, custom tape, and sturdy cardboard boxes. These items turn simple boxes into a unified visual system. Bold black typography prints onto unbleached paper stock. Raw paper fibers add real depth behind the graphics. Unvarnished surfaces highlight the physical texture of the materials. The layout uses horizontal grid lines. It organizes labels, order tickets, and takeout bags with sharp catalog order. Iconographic stamps add shop print details to the wrappers. The system stays flexible across different box sizes.

The identity translates street food roots into clear visual rules. Every container shape acts as a blank sheet for the wordmark. Modern packaging design can transform casual food concepts through simplicity. The work uses scale contrast instead of extra decor. It delivers a strong physical presence for the brand. Repeated graphic elements tie the printed pieces together. The result feels real and functional. Explore the complete case study on the portfolio of Kashyap Bhatt.

TOUM brand identity and packaging hero mockup by Kashyap BhattTOUM packaging design system showing logo and color paletteTOUM packaging box and takeaway wrap detail by Kashyap BhattTOUM custom packaging graphics and typography detailsTOUM food packaging takeout bag and label designTOUM packaging paper wrap and iconographic stampsTOUM identity system packaging collateral flat layTOUM product packaging tape and box constructionTOUM packaging design layout grid and typographyTOUM brand packaging collateral suite by Kashyap BhattTOUM packaging details and paper texture finishTOUM packaging system overview by Kashyap Bhatt