The Spice Box

BRAND IDENTITY DESIGN by Stuti Gulati

The Spice Box” explores the intersection of tradition and modernity by reviving historical spice preparation techniques through a thoughtfully designed kit. It brings together traditional tools, curated whole spices, and storytelling elements to highlight the cultural significance of spice-making across different cuisines. Marketed towards Gen-Z, it hopes to be youthful, vibrant and fun.

I grew up enjoying meals seasoned with spices and made with love. While spices are often closely tied to India, I didn’t want to limit the box’s visual identity or flavour palette to just Indian culture.

Bright, vivid colors and lively typography were selected to capture a sense of energy. All illustrations were hand-drawn to bring an authentic, handcrafted feel to the brand’s imagery.

Packaging samples showcase how the visual identity comes to life. I chose to break away from rigid grid systems, embracing a more intuitive and free-flowing layout. Inspired by Gen-Z’s spirited, authentic, and playful nature, I designed the packaging with a sense of spontaneity and ease.