CLIENT: SPICE MONGER
Spice Monger is a brand that was started by a New York resident of Indian origin, who wanted to share his love of organic spices with the world. His intention was to create a new spice route that began in his homeland and extended to a global audience. Our task was to design and position the brand, which would be extended onto packaging and an e-commerce website.
The brand identity has been inspired by the action of trade and of the story of the monger - he wants to share the brand with his consumers and also give something back to the farmers and to the community. The use of an optical illusion brings forth this idea of revolution, the earth, and how people stay connected, as part of a bigger spectrum.
The visual identity is an ambigram of a Spice Monger. One face on the packaging pays homage to the old spice route. The other face comes to life beautifully, as the ambigram gets inverted every time the product is tipped.
Each spice family has a colour - which has been carefully chosen from a palette of earthy tones. The sizes range from 200 gram pouches to small sample sachets. The shape of the headgear has been extended as a window to show the contents of the product. To highlight the organic value of the spice, each of them has a unique health benefit that has been incorporated into the design.
We created a digital property called ‘Suitcase Of Spice’ and through geo-tagging, we allowed consumers to document their own stories and history with the spices. The e-commerce website brings the geo-tagging aspect of the packaging to life. The customers can pin their location on the map, tag the spice they used and what recipe they made. This will help define the spice route that has found it's way from the roots of South India to the United States of America.