Tulita

Inspired by the timeless wisdom of Ayurveda and the energy of chakra systems, Tulita is a pioneering fragrance house crafted to bridge the realms of scent and wellness. Positioned at the intersection of ancient practices and modern living, it offers a curated collection of fragrances designed to enhance mood, balance energy, and connect the wearer to their inner and outer worlds. Through the harmonious blend of high vibrational botanical extracts and activated crystals, Tulita embodies the philosophy that true well-being emerges from a deep connection with nature and ourselves.

Tulita
Tulita
Tulita
Tulita

The challenge

Crafting the Tulita brand was an all-encompassing journey—from verbal identity and product naming to the entire brand strategy, the creation of identity and packaging, digital assets, go-to-market strategy, performance, photography, 3D animation, and art direction. We nurtured Tulita from its roots, embracing every element with intent and innovation.

Our challenge was to integrate Tulita’s rich and varied unique value propositions into a seamless and united brand narrative. This narrative had to not only captivate but also communicate effortlessly, allowing the audience to grasp the essence of Tulita and become ambassadors of its philosophy.

Tulita
Tulita

Who is Tulita?

Tulita redefines the fragrance experience with ancient wisdom for modern articulations. Intertwining the ancient wisdom of Ayurveda, the energy of chakras, and a profound connectedness to all living things, Tulita transcends the traditional realm of scents, offering an olfactory journey that enhances mood, energy, and emotion, aligning the body’s energetic chakras for holistic wellness.

Rooted in Mother Nature’s wisdom, Tulita is not merely a fragrance house; it is a modern alchemy of the earth’s vibrational forces, activated crystals, and botanical extracts. Each fragrance is a key, unlocking the doors to presence, grounding, and a daily reverie through the exploration of the seven chakras.

At the heart of Tulita is a belief in harmony as the foundation of health, and a conviction that true well-being is achieved when our inner selves resonate with the natural world. This ethos champions a life lived in flow, a vibrancy drawn from the earth, and a reciprocal relationship of care and reverence for nature.

Tulita
Tulita
Tulita
Tulita
Tulita
Tulita

Crafting the Verbal Identity: A Language of Connection

In creating the Tulita experience, we crafted a brand language embedded with a narrative of tranquility amidst tumult, echoing the soothing embrace of nature against the backdrop of everyday hustle. It’s an ode to moving gracefully with the Earth’s rhythms, embodying softness as an emblem of strength, and finding serenity in simplicity. Our prose is a reflection of this ethos—a lullaby to the soul, urging a return to the elemental, to the root of all connection.

Tulita speaks in tones of calm, offering a sanctuary from the storm. It’s about grounding in the midst of life’s whirlwind, embracing the unknown with open arms, and discovering wonder in the world’s hidden corners. Our words are a guide back to self, a reminder to cultivate inner magic and share its radiance outwardly. Through our verbal identity, we invite a turning inward, a tuning into the subtle pulse of nature’s life force, crafting a daily ritual that nurtures the spirit and celebrates the art of embodied living.

Tulita
Tulita
Tulita
Tulita
Tulita

The brand in the making

Tulita’s visual identity mirrors the circular dance of life, a tribute to the cyclical and the eternal. The circular motif, inspired by the iconic Tulita crystals and the natural world, forms the cornerstone of our design, symbolising the interconnectedness of all beings and the universe itself.

Our design philosophy marries the ethereal with the tangible, striking a delicate balance that encapsulates Tulita’s essence. We employ art direction, colours, and textures that speak to the depth and vibrancy of existence, creating an immersive experience that invites emotion and reflection.

The heart of Tulita’s universe beats with a compelling duality—ancient wisdom seamlessly woven into modern articulations. We’ve embraced the unrefined, elemental grace that nature bestows, juxtaposed with striking splices of the modern. This interplay of the old and the new, the organic and the polished, forms the essence of our brand’s identity, creating a narrative that honours traditional roots while creating a new era of evolutionary wellness.

Tulita
Tulita
Tulita
Tulita
Tulita
Tulita
Tulita
Tulita
Tulita
Tulita
Tulita

Our approach to Art Direction.

For Tulita’s visual storytelling, we covered everything from initial concepts to creative direction, pre-production, casting, and finding the perfect locations. Shooting talent Bella Thomas and Erick Bandu Kubuya alongside Karolina Kaczynska was the ultimate team to bring our vision to life.

The photography direction needed to evoke a sense of connectedness and other-worldly natural influences to redefine ‘green luxury’. The suite of images we produced for Tulita’s launch showcases the deliberate contrast between ancient wisdom and modern allure, all while highlighting our commitment to simplicity and authenticity. These visuals are designed to connect directly with our audience, offering a glimpse into the lifestyle and values Tulita embodies, creating a brand experience that’s both aspirational and grounded in nature’s elegance.

Tulita
Tulita
Tulita
Tulita
Tulita
Tulita
Tulita
Tulita

The end result

From ideation to launch, we nurtured a multi-faceted vision both rich and complex, and matched it with real-world brand viability. We transformed fine fragrance, steeped in profound spiritual heritage, into an experience that resonates with the contemporary shopper—a feat of alchemy that bridges millennia of tradition with the pulse of modern life.

The Tulita brand offers not just a fragrance, but a pathway to balance, a celebration of life, and a call to live in harmonious accord with the natural world. It is a vision brought to life, a dream realised, and a future reimagined.

Tulita
Tulita
Tulita

Applause

“Tess and the team surpassed anything a founder can dream of in terms of support and partnership in building and creating my brand . The entire creative process felt collaborative, inspiring and truly aligned to my original vision but brought to life in such a unique and elevated way. The process was very special and I really felt that Smack Bang were an extension of the Tulita team as they go above and beyond any traditional agency expectation.”

— Lucy Bradshaw , Founder
Tulita
Tulita

Collaborators

Karolina Kaczynska

Photography

Ben Rayner

Photography

Demiurge Studio

Photography

Cedar Purchase

Hair + Makeup

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Full case study coming soon.

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