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The Earthly Life
The Earthly Life (TEL) is a modern FMCG brand rooted in ancient Indian food wisdom. Built on the idea of “bringing India back to its roots,” TEL creates clean-label products like Healthy Millet Chips, A2 Desi Ghee, and other earth-friendly foods made without maida, palm oil, artificial flavors, or preservatives.
Project Overview
The project focused on designing a high-impact flagship website that communicates the vibrancy of TEL’s products through bold visuals, ingredient-centric imagery, and storytelling built around purity, authenticity, and India’s food traditions.
Objective
The primary objective of this project was to highlight the bold identity of their Millet Chips and the artisanal purity of their A2 Ghee, communicate the brand’s clean-label values, and create an engaging digital storefront that builds trust, educates customers, and drives seamless online purchases
Design & UX Approach
Our design approach focused on harmonising earthy, heritage-inspired visuals with bold, energetic elements to reflect The Earthly Life’s dual personality—traditional purity and modern vibrancy. The UX flow was crafted to guide users effortlessly from exploration to purchase, using interactive hero section
Content Structure
The content layout was structured to tell the brand story in a natural progression—starting with high-impact hero sections for Millet Chips and A2 Ghee, followed by a clean, shoppable featured products grid that encourages quick decision-making.
Typography & Colour
The Earthly Life uses a combination of bold display typography and clean modern serif pro and arial bold fonts. This gives TEL a contemporary D2C feel while retaining a bold, Indian character.
