Food & Beverage // Premium Spice Brand
Brand Identity, Packaging, Strategy
Classy Spicy had exceptional products and quality ingredients but lacked a compelling identity or emotional appeal—causing weak sales and minimal recall.
Summary
Classy Spicy was delivering top-tier masalas—but their branding told a different story. Their visual identity was weak, their emotional connection with buyers non-existent, and their sales reflected it. The product was great. The perception? Forgettable.
Challenge
In the spices category, shelf competition is fierce. Without a compelling brand story, it’s easy to get lost. Classy Spicy’s packaging lacked punch and personality. It wasn’t speaking to its ideal audience—urban, aspirational buyers seeking both taste and trust. The brand had a strong internal philosophy but had never expressed it outwardly.
Solutions
We began by uncovering the brand’s deeper truths—values like integrity, heritage, and excellence. These were translated into a compelling story and visual design: golden hues that conveyed richness, a medal-like seal for authenticity, and packaging layouts that looked clean and dignified. The tone of voice was also refined to appeal specifically to modern women who care about both quality and cultural pride. From shelf presence to marketing material, the new identity radiated confidence and aspiration. The brand transformed from a commodity into a badge of taste.
