Made byHand.
The Chutney Labs is an artisanal F&B label rooted in regional Indian recipes. We crafted its identity, jar system, packaging and content world — built to pop on every shelf and live well beyond it.
About The Labs
An artisanal chutney house obsessed with regional Indian recipes — small-batch, hand-finished, packed with story in every jar.
The Challenge
Make a deeply traditional product feel premium and modern — without losing the warmth that makes it taste like home.
Our Solution
A jar-first identity, an apothecary-leaning visual world, and editorial photography that frames each chutney as a recipe worth keeping.
A jar-first brand built on regional roots.
- Heritage-led — every recipe is sourced from a specific kitchen, a specific region.
- Apothecary-leaning design: labels read like recipes you'd want to keep, not throw away.
- Built to scale across SKUs, retail standees and feed-first storytelling.
An identity that reads like a recipe.
A compact 'TCL' lockup that works as a wax seal on jar lids and as a stamp on every social post.
An editorial-led full wordmark — used on packaging, in-store and brand films.
A warm, kitchen-rooted core tone — premium without ever feeling cold.
Built to flex — from jar lid to billboard.
Spice tones with a kitchen-rooted anchor.
Editorial serif meets clean utility.
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One brand, jar to table to feed.
Heritage podi presented with apothecary precision — a recipe you'd actually display in the kitchen.
A modular pack system that scales across spice profiles and SKUs without losing the family resemblance.
Editorial product photography that lets ingredients tell their own story.
Regional recipes anchored in heritage but framed for a contemporary, design-forward audience.
Shelf-ready in-store collateral that turns first impressions into first purchases.
Always-on creative system tying jar, table and feed into one warm, edible world.
A brand crafted by hand — ready to travel.
The new identity gave The Chutney Labs an unmistakable shelf presence and a story that travels from kitchen to camera with zero translation loss.
"Storii bottled our recipes into a brand that customers literally don't want to throw away. Our jars sit on counters, not just in cupboards."