Overview

 

Masala Blend is a small, founder-led spicery rooted in tradition, flavor, and community. The project began when Mamta, the founder, discovered my work during a demo at the Davis Food Co-op and reached out to collaborate.

 

The goal was to refresh key brand materials while keeping the warmth and authenticity at the heart of the brand.

 

The Challenge

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• Existing materials lacked cohesion across retail touchpoints

• Needed clear, approachable visuals for in-store demos and shelves

• Wanted to feel professional without losing handmade character

 

This wasn’t about reinventing the brand — it was about refining it.

 

The Approach

 

Mamta reached out after seeing my work at the Co-op. She's a special education teacher from India living in Stockton, and an entrepreneur behind Masala Blend — a line of Indian spices she sells at DFC and local markets.

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We met in Lodi. She came with a clear idea — recipe cards, a spice vocabulary to help shoppers understand each spice, shelf talkers, and printed materials simple enough to produce anywhere without feeling overwhelmed.

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But in our conversation she mentioned something that changed the direction. The logo — a traditional tool her grandmother used to grind spices back in India — wasn't just a mark. It was a memory.

I suggested we put that story on the flyer. Not as a tagline but as a human moment — the kind that makes someone stop at a shelf and feel something. That became the thread connecting everything we made together.

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We still cross paths at Co-op demos and fairs. That's the kind of work I'm here to do.

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Outcome

 

The refreshed visual identity established a cohesive and recognizable brand presence across packaging and printed materials.

By combining bold graphic forms with a warm, approachable color palette, the system helps Masala Blend stand out on shelves while communicating authenticity and craft.

The result is a flexible identity that supports both product storytelling and retail visibility.

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Final Work

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• Revamped flyer

• Recipe cards for demos

• Shelf talkers for retail visibility

• Menu card for events and pop-ups

 

Each piece was designed to work together as a small, cohesive system.

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