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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. 

Created while working as a Jr. Creative at Please See in Mumbai, India.


Brand Identity & Packaging


Spice Monger






The goal of the visual identity was to tell a story and create a brand routed in history. 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. 


Dual Identity

The visual identity is an ambigram of a Spice Monger. One face on the packaging pays homage to the old spice route, depicting a farmer in India. The other face of a businessman wearing a tie, comes to life beautifully, as the ambigram gets inverted every time the product is tipped.

Health Benefits

To catch the eye of the consumer, we added a fun health benefit of the spice as an element of the packaging. After extensive research on the spices we came up with short fun facts that brought attention to the nutritional value of the spice.



By creating 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. It enables customers can pin their location on the map, tag the spice they used and what recipe they made. 

 Team Credit:  Karno Guhathakurta, Pritha Sahai, Khushboo Gandhi, Jessica Miranda, Aditi Chadha, Jeet Basu, Suma Balaram

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