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Tilda

By capturing the nutritional, historical and cultural significance of rice at the heart of the family and the home, we’ve imbued a commodity brand with powerful emotion, restoring its desirability and reaffirming its truth.

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Tilda — the first brand to introduce basmati to the Western world — is the leading name in high quality rice. As it geared up to launch its latest innovation, a range of ready-to-eat pouches that combine rice with healthy pulses and vibrant ingredients, the guardian of the grain tasked us with unifying its brand around a global expression that would mark its evolution from ethnic staple to global category pioneer.

We identified a strategic opportunity for Tilda to own a language that replaces rice's physical origin with its emotional truth. Inspired by the role of the ‘modern matriarch’ – sustaining a family with passion, wisdom, vitality and positivity – we developed a visual identity system that flexes across the range, enclosing the design within a heart to convey Tilda’s nurturing connection to wellbeing and the fullness offered by a complete meal experience.

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