Mother Tongue Design Wins Two Blue Elephants for P•TAL Rebrand
Mother Tongue Design wins two Blue Elephants at the 2026 Kyoorius Design Awards for its transformative rebranding of P.TAL metalware.
Mother Tongue Design (MTD) has secured two prestigious Blue Elephant awards at the 2026 Kyoorius Design Awards, celebrating its transformative rebranding work for P•TAL (Punjab Thathera Art Legacy). The agency earned accolades in the ‘Integrated’ category under the Design Craft track and the ‘Brand Identity Refresh & Rebrand: MSME’ category under the Design in Action track.
P•TAL, a brand dedicated to bringing traditional hand-beaten metalware into contemporary global homes, underwent a complete metamorphosis. Rather than a simple aesthetic update, Mother Tongue Design developed a comprehensive brand system encompassing identity, positioning, packaging, and storytelling.
A Global Impact: From Local Craft to International Lifestyle
The rebranding has acted as a massive catalyst for P•TAL's commercial and social success. Since the overhaul, the brand has reached over 150,000 customers across more than 40 countries. By repositioning Indian metalware as a design-forward lifestyle choice rather than a mere commodity, the brand has successfully captured a younger, globally conscious audience interested in wellness and authenticity.
The impact extends far beyond the balance sheet:
- Artisan Empowerment: The brand supports more than 125 artisan families, seeing their monthly incomes soar by 3500% over the last three years.
- Sustainability: Through innovative packaging solutions, the brand has successfully eliminated 880 kg of plastic.
- Global Recognition: P•TAL was one of only five Indian brands selected to showcase at Shoppe Object in New York.
- Retail Expansion: The brand recently opened an Exclusive Brand Outlet in Banjara Hills, Hyderabad.
This growth was further bolstered in September 2025 when P•TAL secured $3 million in a Series-A funding round led by VC Grid, with participation from Rainmatter, the fund backed by Zerodha’s Nithin Kamath.
Forging Identity from Tradition
The design philosophy behind the rebrand was deeply rooted in the Thathera craftsmanship itself. Mother Tongue Design moved away from the minimalist trends common in cookware packaging, instead using the materials and processes of the craft to build a unique color system. The work was guided by five core pillars: material, functionality, craftsmanship, revival, and Ayurveda.
Shruti Singhi, Founder & Creative Director of Mother Tongue Design, noted that the project required tapping into a deep sub-cultural vein to honor legacy. "When a brand is genuinely rooted in something real, it doesn’t need to chase relevance," she stated, adding that the awards belong as much to the artisans as they do to the design team.
Aditya Agrawal, CEO & Co-founder of P•TAL, expressed gratitude for the partnership, stating that the goal was to create a brand that could connect with international audiences while remaining firmly rooted in Indian heritage. He credited the MTD team for translating their community and process into a visual language that artisans can be proud of as it travels the world.