TukTuk Spices, India Series 01, is a collection of six spice blends for the UK’s most-loved Indian dishes.
The packaging is designed like a series of books. Literature became the creative anchor for the visual identity, and the text was arranged on an editorial-style grid.
While the grid feels modernist and orderly, the wordmark introduces warmth and energy.
The circular logo references the sound and rhythm of a Tuk Tuk engine, tuk tuk tuk tuk, which is how the vehicle got its name. The circle also nods to mechanical gears, the teeth of a spice grinder, and other forms found throughout Indian culture, in henna, jewellery, and the Indian flag.
On the back of the pack, arrows extend outward from the map of India, referencing how Indian cuisine has travelled the world since the Silk Road era.
