CONCEPT
MAYA SRIVASTAVA OUGD 303 - FINAL MAJOR PROJECT BRIEF 5 - INDIAN SPICE RANGE
Curry Flavours is brand selling traditional Indian spices for both cooking and remedy purposes.
The typeface I have used is Trajan Pro. I want the logo to be a modern twist on traditional Indian spices.
The motif used in the logo is based on the logo for the Hindi root Chakra (this controls the ‘animal body’/involuntary functions, such as survival). This seemed appropriate to use for a brand about health and food - both things covered by this chakra.
The colour that I have used is Pantone Orange 021 U. I chose this as in traditional spice markets, the main way in which spices were sold was based on their vibrant colours. I based this colour choice on traditional Indian spices. I found the orange to be the brightest and boldest.
1/6
INDIVIDUAL SPICE PACKAGING (PULL-OUT TAGS)
MAYA SRIVASTAVA OUGD 303 - FINAL MAJOR PROJECT BRIEF 5 - INDIAN SPICE RANGE
Continuing with the concept of a modern twist on traditional Indian spices, I wanted to retain the way in which the spices were sold based on their colours. For this reason, I decided that the colour of the spices needed to be visible. This is why the spices are packaged in glass jars. This allows the colour of the spices to be seen, but uses a modern method of packaging in order to make sure that the product still remains fresh inside.
The use of the hessian is another gesture towards the traditional, as hessian sacks were used at Indian spice markets. The tags contain a pull-out section which then opens out. This contains a recipe that can be made using that particular spice, and the reverse contains some remedies that the spice can be used for. The colours on this pull-out section are adapted to reflect the colour of the spice it represents.
2/6
RECIPES AND REMEDIES BOOKLET FOR INDIVIDUAL SPICES
MAYA SRIVASTAVA
For each spice, there will also be a booklet available. This will provide some information about that particular spice, as well as containing some recipes and remedies that that spice can be used for. These would be available at the stall, or through the website.
OUGD 303 - FINAL MAJOR PROJECT BRIEF 5 - INDIAN SPICE RANGE
3/6
BAG
MAYA SRIVASTAVA
I have created a bag that would be used at the stall when anything was purchased. I have gone for quite a luxury feel with this, along with the rest of the brand, as the target audience is people who shop at food markets and in specialist food stores.
OUGD 303 - FINAL MAJOR PROJECT BRIEF 5 - INDIAN SPICE RANGE
4/6
BUSINESS STATIONERY This consists of letterhead, compliments slip, receipt and a promotional card.
MAYA SRIVASTAVA OUGD 303 - FINAL MAJOR PROJECT BRIEF 5 - INDIAN SPICE RANGE
The reverse of the stationery is the brand Pantone, providing a burst of bright colour, much as the spices do themselves. The design has been kept clean and simple, as with the rest of the brand identity, alluding to the more modern and luxury feel of the brand.
The promotional cards are made to look similar to the tags on the spices. They contain information to lead people to the website, which has an online store. These would be given to customers at the stall.
5/6
POINT OF SALE
MAYA SRIVASTAVA OUGD 303 - FINAL MAJOR PROJECT BRIEF 5 - INDIAN SPICE RANGE
As previously mentioned, the target audience is people who shop at food markets, so it seems appropriate that Curry Flavours would be sold from a stall at one of these markets. This also links back to the way in which the spices were traditionally sold in India.
The spices, booklets, as well as some recipes and remedies will also be available to buy and view online on the Curry Flavours website. This makes the products and information much more accessible, and should mean that people are more likely to use the spices for both cooking and remedy purposes. The idea behind this is that customers will have a better idea of all of the possible uses (both cooking and health) of the spices, so rather than only using the tiniest amount from the jar, they will have a better idea of what to do with the rest of it.
6/6