Branding for an organic, small-scale home business of Indian spices run by a mother-in-law and daughter-in-law duo originally from Rajasthan, currently located in Hyderabad, India.
The Indian spice box or the masala dabba is found in every Indian kitchen to store 7 primary spices for day-to-day use.
It encapsulates the melange of spices used in Indian cuisine.
The final 2 options presented to the client with some colour and type variants
Spicegram: Branding
The final logo was presented in two colours to ease the process of designing packaging.
The decision to write Spice‘gram’ in latin and devnagri script was made because of the founders’ origin. Their spices are made in various villages in Rajasthan where hindi is one of the primary languages of communication. The word Gram implies many things here, but most importantly,
it means village in hindi. Since the tagline emphasized on the word Gram, this risk was taken as an attempt to familiarize and celebrate the regional script that is ingrained in the makers and consumers of the brand.
it means village in hindi. Since the tagline emphasized on the word Gram, this risk was taken as an attempt to familiarize and celebrate the regional script that is ingrained in the makers and consumers of the brand.
The colours are directly picked from the spices, making it more vibrant and balancing the cold and warm colours. The biomorphic patterns indicate that the products are 100% organic and handmade with no preservatives.
Although the devnagri script authentically represented the brand, the products ultimately have to scale up and reach other cities, states and countries. For non-hindi speakers, the script could be a massive limitation.
Added Telugu script as a sample for how the name can be extended to different languages of India.
A project for 78 Design Studio
