Mix-Singh 

Visual Identity
Brief: To create a visual identity for a newly emerging F&B brand bringing to market authentic Indian curry and Chai tea spice mixes. The identity design should look to articulate the brand story; how the product had evolved from original ‘care package’ spice mixes sent to the founder by his mother and Grandmother from India in order to recreate beloved family recipes whilst attending university in England.

Approach:
To evoke an emotional connection to the brand and to situate the narrative in both its Western and Eastern, past and present cultural contexts, a ‘vintage badge’ logo was created. The central radial form took graphical reference from the Indian national flag signifying the brand’s deep cultural roots, and the central illustration was a nod to old English family crest insignia. Both elements were reimagined to tell of the product’s origins and journey from the heart of an Indian Sikh family’s culinary tradition to the heart of London’s F&B retail offering.


Delivered:
Visual identity concept, creation & roll out
Packaging
A variety of digital & print collateral


Credit:
Mock ups - Akoya, Mockup.Maison, Pixeden
Product photography - Karuna Clayton Photography
Product copy & Brand tagline - Whitstable Design
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