Spice Monger

Spice Monger

YEAR: 2015

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. The goal of the identity was to tell a story and create a brand routed in history. Bringing an ancient spice route into conversation and making it relevant to a younger international audience. We gave consumers a more holistic journey, mentioning the significance of the spice historically, making it sticky and a point of conversation.

The Story.

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.

Dual Identity.

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.


Spice Monger is primarily using an e-commerce platform to sell their products. More recently, they are starting to sell their products in and around the New Jersey, at grocery stores and farmer's markets. 


Sure We Can

Sure We Can