Sixty years of slow-pressed oil deserved a pack that felt just as considered.

We started where the oil starts: the groundnut plant. Its leaves, pods and roots became an emblem, rendered in gold foil on a deep maroon that no competitor on the shelf was using. Every bottle, tin and pouch now carries the same seal of care.

THANGAM OIL MILLS
Before

Thangam
After

The old wordmark was generic and forgettable. The new identity pairs a groundnut-plant emblem, its pods drawn as a cluster of gold seeds, with a warm, classic serif that speaks of craft and continuity.

Thangam
Cold pressed since 1962

Pressed slowly, never rushed.
Filtered by cloth, never refined.
Sold by families, to families.
Trusted in kitchens for three generations.
Thangam. Pure since 1962.

The emblem stretches across everything Thangam makes.

A family of range icons was built from the same line language, so every variant feels related at a glance.

Groundnut Oil

Sesame Oil

Coconut Oil

Mustard Oil

Glass Bottles

Tins

Gift Packs

Shelf Talkers

On shelf, the maroon and gold block reads from the end of the aisle. Shoppers find Thangam first, and recognise it every time after.

Sample case study. Brand, copy and imagery are illustrative.