Gurram Spices
End-to-end branding, strategy, and packaging design for Gurram - an upcoming spice brand offering export-grade purity and potency at competitive prices.
Service
Brand Strategy &
Brand Identity Design
Industry
FMCG, Spices
Duration
3 months
Overview
Gurram Spices is a premium Indian spice brand that brings export-grade quality to everyday consumers at accessible prices. The brand is positioned as an intelligent alternative in a market often filled with diluted products, aiming to elevate the standard of spices for Indian households.
Brand Strategy
Gurram's brand personality is a unique blend of three archetypes: Magician (40%), Sage (40%), and Outlaw (20%).
Through the Magician archetype, the brand seeks to evoke a sense of wonder and transformation, turning everyday cooking into extraordinary experiences. The Sage aspect reflects a commitment to knowledge, authenticity, emphasizing expertise in everything the brand does. Finally, the Outlaw element adds a bold, disruptive edge, openly challenging compromises in quality and advocating for higher baseline standards.
Visual Identity
The brand’s visual identity centres on a horse motif: “Gurram” means horse in Telugu -symbolizing resilience, authenticity, and tradition. To ensure flexibility and consistency across various media, a comprehensive logo suite was created featuring multiple lockups tailored for different use cases.
The logo uses the Bookmania typeface, infusing it and the brand with a sense of wonder and storytelling. Paired with Proxima Nova, the secondary typeface - which creates a striking contrast to the elegant serif Bookmania, blending sophistication with clarity to maintain a cohesive and professional look in all communications.
Organic vine-based patterns, inspired by fields, organic growth, and Indian art, are woven throughout the brand, with hidden spice motifs and a library of repeatable block patterns dedicated to each spice.
Packaging Design
Gurram’s packaging design draws from the brand’s extensive color palette and pattern library, ensuring each product has a distinctive look. Every package showcases unique block patterns and spice-inspired motifs that were thoughtfully crafted specifically for that product.
Brand Guidelines
The brand guidelines ensure consistency across all touchpoints, covering logo usage, typography, tone of voice, and visual elements. This framework supports brand alignment as Gurram Spices grows and expands its presence.
Content Strategy Guidebook
The content strategy guidelines ensure that Gurram Spices’ brand identity and communication is consistently maintained across all advertising and media platforms, helping the brand remain distinctive and consistent in messaging. The document includes information on brand narratives, buyer personas, marketing structures and themes, as well as detailed content strategy and ideas.
Gurram Spices
End-to-end branding, strategy, and packaging design for Gurram - an upcoming spice brand offering export-grade purity and potency at competitive prices.
Service
Brand Strategy &
Brand Identity Design
Industry
FMCG (Spices)
Duration
3 months
Overview
Gurram Spices is a premium Indian spice brand that brings export-grade quality to everyday consumers at accessible prices. The brand is positioned as an intelligent alternative in a market often filled with diluted products, aiming to elevate the standard of spices for Indian households.
Brand Strategy
Gurram's brand personality is a unique blend of three archetypes: Magician (40%), Sage (40%), and Outlaw (20%).
Through the Magician archetype, the brand seeks to evoke a sense of wonder and transformation, turning everyday cooking into extraordinary experiences. The Sage aspect reflects a commitment to knowledge, authenticity, emphasizing expertise in everything the brand does. Finally, the Outlaw element adds a bold, disruptive edge, openly challenging compromises in quality and advocating for higher baseline standards.
Visual Identity
The brand’s visual identity centres on a horse motif: “Gurram” means horse in Telugu -symbolizing resilience, authenticity, and tradition. To ensure flexibility and consistency across various media, a comprehensive logo suite was created featuring multiple lockups tailored for different use cases.
The logo uses the Bookmania typeface, infusing it and the brand with a sense of wonder and storytelling. Paired with Proxima Nova, the secondary typeface - which creates a striking contrast to the elegant serif Bookmania, blending sophistication with clarity to maintain a cohesive and professional look in all communications.
Organic vine-based patterns, inspired by fields, organic growth, and Indian art, are woven throughout the brand, with hidden spice motifs and a library of repeatable block patterns dedicated to each spice.
Packaging Design
Gurram’s packaging design draws from the brand’s extensive color palette and pattern library, ensuring each product has a distinctive look. Every package showcases unique block patterns and spice-inspired motifs that were thoughtfully crafted specifically for that product.
Brand Guidelines
The brand guidelines ensure consistency across all touchpoints, covering logo usage, typography, tone of voice, and visual elements. This framework supports brand alignment as Gurram Spices grows and expands its presence.
Content Strategy Guidebook
The content strategy guidelines ensure that Gurram Spices’ brand identity and communication is consistently maintained across all advertising and media platforms, helping the brand remain distinctive and consistent in messaging. The document includes information on brand narratives, buyer personas, marketing structures and themes, as well as detailed content strategy and ideas.
Gurram Spices
End-to-end branding, strategy, and packaging design for Gurram - an upcoming spice brand offering export-grade purity and potency at competitive prices.
Service
Brand Strategy &
Brand Identity Design
Industry
FMCG (Spices)
Duration
3 months
Overview
Gurram Spices is a premium Indian spice brand that brings export-grade quality to everyday consumers at accessible prices. The brand is positioned as an intelligent alternative in a market often filled with diluted products, aiming to elevate the standard of spices for Indian households.
Brand Strategy
Gurram's brand personality is a unique blend of three archetypes: Magician (40%), Sage (40%), and Outlaw (20%).
Through the Magician archetype, the brand seeks to evoke a sense of wonder and transformation, turning everyday cooking into extraordinary experiences. The Sage aspect reflects a commitment to knowledge, authenticity, emphasizing expertise in everything the brand does. Finally, the Outlaw element adds a bold, disruptive edge, openly challenging compromises in quality and advocating for higher baseline standards.
Visual Identity
The brand’s visual identity centres on a horse motif: “Gurram” means horse in Telugu -symbolizing resilience, authenticity, and tradition. To ensure flexibility and consistency across various media, a comprehensive logo suite was created featuring multiple lockups tailored for different use cases.
The logo uses the Bookmania typeface, infusing it with a sense of wonder and storytelling. It is paired with Proxima Nova, the secondary typeface - which creates a striking contrast, blending sophistication with simplicity to maintain a cohesive and professional look in all communications.
Brand Patterns
Organic vine-based patterns, inspired by fields, organic growth, and Indian art, are woven throughout the brand, with hidden spice motifs and a library of repeatable block patterns dedicated to each spice.
Packaging Design
Gurram’s packaging design draws from the brand’s extensive color palette and pattern library, ensuring each product has a distinctive look. Every package showcases unique block patterns and spice-inspired motifs that were thoughtfully crafted specifically for that product.
Brand Guidelines
The brand guidelines ensure consistency across all touchpoints, covering logo usage, typography, tone of voice, and visual elements. This framework supports brand alignment as Gurram Spices grows and expands its presence.
Content Strategy Guidebook
The content strategy guidelines ensure that Gurram Spices’ brand identity and communication is consistently maintained across all advertising and media platforms, helping the brand remain distinctive and consistent in messaging. The document includes information on brand narratives, buyer personas, marketing structures and themes, as well as detailed content strategy and ideas.