Featured image for TIQLD is One Seriously Playful Line of Spices

TIQLD is One Seriously Playful Line of Spices

by Natalie Mouradian on 04/27/2017 | 4 Minute Read

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UK-based agency Alphabet designed this funky bold packaging for a new line of spice blends. The brand is appropriately named TIQLD which adds to the overall playful factor.

"Born from a love of home cooking and bold flavours, TIQLD is a unique range of Indian Spice Blends that take you on a culinary adventure of nature's wonderfully delightful flavours, sharing the culture, tastes, and stories they discovered along the way. Our task was to bring these flavours and experiences to life through quirky branding, playful packaging and witty bold marketing." 

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"The main focal point of the packaging is the illustration split, which is focussed around unexpected combinations. We wanted to bring the idea of making meals more bold and adventurous into the brand imagery. The structure of the illustrations combines the base ingredient that the spice works with (either meat, fish or veggies) and juxtaposes this with an unexpected abstract element that visualises the story that accompanies the spice blend. The stories not only represent the bold personality of the brand but also the bold flavours that they create."

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"A brand as loud as this one needed a voice that could be heard. We created a custom display typeface that is big and bold, just like the spice blends themselves. The condensed typeface was created by hand with brush strokes as a subtle nod to traditional Indian sign painting. The stacked typography was used to visualise the tongue-in-cheek tone of voice and in turn created a highly recognisable aspect of the identity."

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"We created a modular grid system which brings all the brand assets together in a straight-to-the-point way. This was used primarily across print material for the product launch. The main objective of this material was to be bold, attention grabbing and most of all recognisable to the brand itself." 

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Designed By: Alphabet

Location: Manchester, UK