MENU
Toui
CLIENT
Toui
SCOPE
Brand Identity, Packaging Design
TEAM
Visual Identity and Packaging: Anmol Gupta
Videography and Photography: Subham Bhakat
Strategy and Content: Ankita Bansal
Every bottle of Toui rosewater starts in a field, not far from a village in Uttar Pradesh. It’s the kind of place where mornings begin with dew-laden roses and evenings end with stories passed down through generations. The roses are Damascus—the kind poets write about—and the process? It’s as ancient as it is pure.
In 2023, I had the chance to work on Toui’s brand identity. It wasn’t just about designing a product; it was about translating tradition into a language that resonates today. Toui is the meeting point of nostalgia and modernity—a rosewater born from heritage and repackaged for a generation chasing authenticity in a crowded skincare aisle.
Toui isn’t just rosewater; it’s a story in a bottle. Handpicked roses are steam-distilled using techniques refined over decades. No chemicals, no shortcuts—just the essence of roses captured at their peak.
The founders wanted the brand to feel like a conversation between past and present. The packaging? Electric blue and pastel pink—a bold combination that feels at once timeless and modern. It’s luxurious without being unapproachable, a visual cue that Toui is both rooted and refreshing.
The brief was as delicate as the roses themselves: make it feel vintage, but not dated; aspirational, but not alienating. The electric blue became the foundation—a grounding element against the softness of pastel pink accents. The typography followed suit, combining classic serif elements with clean, modern sans-serif fonts.
Toui is more than a skincare product; it’s an experience. The smell of roses as you mist your face, the knowledge that every drop comes from a place of care and heritage—it’s beauty that goes beyond skin deep.
Working on Toui reminded me why I love design. It’s not just about colors or fonts; it’s about connecting people to stories. And with Toui, the story is one of roses, resilience, and the timeless pursuit of beauty.
Anmol S Gupta