Developing Designs and Updated Brief

I have now started to work on developing designs for the MDH Spices re-brand. Since I changed the re-branding actual brand from Vasant Masala to MDH Spices, it meant that I had to update the practical brief before moving forward with design work.

Updated brief:

The first area to re-brand for MDH Spices was the logo using the research that I have gathered for my practical work over the past couple of weeks. I also read the description that MDH Spices provide on their website about the brand:

Details to consider/incorporate into new logo:

• Incorporate India
• MDH= Mashian Di Hatti
• Ground spices
• Make it relevant to the history of MDH spices
• Historical symbols and colours relating to India

Logo developments:

Rationale behind the logo:

-The lotus is the national flower of India, representing the beauty of Indian culture. Flowers relate to the re-brand of MDH spices as flowers are a part of nature and require growth; spices and nearly all of the ingredients used in each masala come from nature too (plants, fruits, seeds). Example of some of the ingredients commonly in the MDH spices that come from plants are:

• Black peppercorns which come from a fruit that grows on the piper nigrum
• Coriander seeds are produced from the coriander plant
• Ground fenugreek- come from fenugreek leaves
• Red chilli's which are produced from a plant using chilli seeds
• Turmeric is a tropical plant in the same family as ginger, has large green leaves and grows up to 3 feet tall

Furthermore, the colours used in the initial logo designs take their references from the Indian flag and lotus flower:

Additional ideas and details to consider for the packaging designs:

• Incorporate the map section of where it's from within the front of the designs
• Each masala typically has 3 ingredients that it needs that make it what it is. Focus on 3 main colours within each design. Block text should be black, most legible and classic, headings and logos can use colours where appropriate
• Logo on each packaging

As MDH spices provide so many different masalas and blends (around 30) the re-brand can't really have a specific colour palette as the consumer needs to be able to tell the difference between products. Each masala packaging will use one main colour relating to the spice. Additional colours that will be used for the re-brand are the colours in the logo and body text which will be black or white.

Garam Masala: Deep red. 

Garam Masala is the mother of all masalas. The colour red relates as in Indian culture the colour red is associated with one of the most revered goddesses in Hindu mythology – Durga, her fiery image enhanced by her red tongue and almost red eyes- as garam masala is the mother of all masalas it has high importance and admiration, relating to Durga.

Reds moodboard

Chosen red

Initial design for the Garam Masala packaging:

The shape takes its references from where Garam Masala comes from (Northern india) and the colour red takes its references from the Indian colour meanings research.