02. Brand Direction
Authentic, stylish and timeless. Welcome to Bombay, the city of dreams. Imagine a tale of the Old Bombay, where traditional bustling eateries are filled to the brim; where authentic dishes are served, roadside, to fuel the melting pot city. Bhendi Bazaar; an area in the Old part of South Bombay; it is home to one of the many ‘khao gallis’ or eat streets that pepper the streets of Bombay.
Bhendi Bazaar is predominantly a carnivorous affair, coming to life famously in the nights of the month of Ramadan. Sitting near, what the British used to refer to as “Behind the bazaar.” The locals soon picked this up as “Bhendi Bazaar,” and so, a classic was born.
Our challenge was to develop an identity for a premium spice brand that enables authentic Indian dishes to be created from the home. Since spice has played such a pivotal role in landscaping India’s rich culture, it was important to capture the heritage upon which they derived and graciously bring it into the present. Ultimately, we were tasked with not just selling a product but evoking a sense of curiosity and excitement, and most of all, telling a great story.
Through the identity, packaging, web design and art direction, we have created a brand that oozes style, tells a story and attracts those who appreciate quality and great craftsmanship with nostalgia at its helm.
Food & Drink
Designer & Illustrator