Droosh

Summary

Indian spice blends for the next generation

Scope

Art Direction, Brand Identity, Brand Strategy, Copywriting, Naming, Packaging, Photography, Print, Website Design

Scope

Art Direction, Brand Identity, Brand Strategy, Copywriting, Naming, Packaging, Photography, Print, Website Design

Status

2023

Droosh

Droosh

Project Summary

When a trio of cousins wanted to share the spices they grew up eating in their grandmother’s kichen, they reformatted them in easy-to-use packaging. An invented name and custom wordmark introduced the brand to new audiences while dreamy vignettes, deep colors, gold detailing and a friendly brand voice set the scene for adoption by healthy, adventurous and in-the-know eaters.

shopdroosh.com

Credits

Photography Ben Jack
Stying Hoarder's Heir

Website Development Coldsmoke

The Logo

The custom wordmark’s interlocking Os nod to connection and transition – powerful themes in both cooking and familial relationships. The embellished R and S introduce a patterning effect while neatly winking at the founders’ initials. 

Ingredients

Droosh was conceived to demystify Indian flavors and make them more accessible – whether you’re making an Indian-inspired meal, or just a fresh, crunchy salad with spiced breadcrumbs. Each Droosh blend contains perfectly balanced amounts of hard-to-find spices, and the website makes it a point to share the backgrounds and benefits of each individual spice.

Brand World

Creating Droosh’s rich, lush brand world began with the ingredients and cultural touchstones from the Rathi cousins’ own childhood. We snuck Maa’s saris in as backgrounds, sourced whole ingredients and displayed meaningful florals and trinkets among their spice blends – creating an elevated, imaginative world of Droosh lore.

Current Time 0:00
/
Duration Time 0:00
Progress: NaN%

Related Work