Vadham Spices

INTENT

Positioning Indian

Spices for the

Global Market

CLIENT

YEAR

VAHDAM SPICES

2023

POSITIONING

We call it Modern Nostalgia.

A packaging approach that captures the sensorial experience of spice while taking a modern approach to cue traditional heritage.

A modern meets traditional approach for Vahdam’s new category of Indian spices that are local, ethically procured, packaged at source and made available globally. A visual exploration that encapsulates the journey of Vahdam spices from farm-to-kitchen-to-table.

SERVICES

IDENTITY | BRANDING | STRATEGY | MANIFESTO | PACKAGING DESIGN | VISUAL & VERBAL LANGUAGE | COMMUNICATION | BRAND TYPOGRAPHY | BRAND MANUAL.

IT’S THE ART WE SEE IN EVERYDAY LIFE

In India, art is everywhere. One of the most ubiquitous forms is rangoli- also known by other names like aripona, alpona and kolam. We took kolam as our main design inspiration.

Kolams are sacred geometric designs drawn at the thresholds of houses, shops, sacred trees and temples. They are drawn at two crucial times of transition – at the break of dawn, welcoming the sunrise; and dusk, fare-welling the setting sun. The Kolam inspired designs adds the touch of nostalgia to our narrative, relatable to the Indian consumer living away from home.

Our typography reflects the intent of the spices, ie; to provide elevated flavours to dishes. The dashes under the alphabets, uplift the letter forms, just as additions of these spices will result in uplifting tastes and flavours. The labels follow a colour system based on the spice flavour profile creating thus a unique identity for Vahdam Spices.’

The intent of the brand language was to represent, refresh, and reinterpret the image of Indian spices on a global market, at par with other competitors, while still retaining the ethos of India, thus creating a unique identity for Vahdam Spices. The Kolam inspired designs also add a touch of nostalgia to our narrative, relatable to the Indian consumer living away from home.