PUNJAB SPICE COMPANY
**Crafting Desi identity for a homemade sauce brand**

Brand identity and packaging for a homegrown condiments company, introducing authentic Pakistani flavours to the U.S. market.

OBJECTIVE:
Create an identity and branding for a homegrown condiments brand that celebrates Pakistani flavours and culture. Develop packaging and digital content to market the products at events and on social media.

SCOPE:

Brand Identity
Packaging Design
Digital Content
Social Media Assets
Shop Branding

IDEA:
The branding draws inspiration from the farms and vibrant culture of Punjab, Pakistan, reflecting freshness, colour and authenticity. The visual language is rooted in agricultural richness, Pakistani truck art on the trucks that transport produce to cities and traditional food culture, translating these cues into a contemporary packaging system.

Each flavour was given a distinct yet cohesive identity across the range. Mango, Tamarind and Cilantro were designed with individual colour and visual cues to reflect their taste profiles while maintaining a consistent brand system that ties the range together.

EXECUTON:

The identity was developed into a packaging system that highlights each flavour through bold, appetizing visuals and a structured layout. Supporting digital content was created for marketing across social media and events, helping establish brand presence in the U.S. market while maintaining a strong connection to Pakistani culinary heritage.

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IMPACT:

Packaging and branding applied across product line and marketing materials
Social media content and event activations resulted in over 1500 follows in the first 3 months, designed to introduce the brand to U.S audiences
Brand activations in over 10 farmers’ markets in the US.
Positioned Punjab Spice Company as a home-made, culturally authentic condiments brand