Tyga Spice

Tyga

Authentic Indian Recipe Kits

Once upon a time, curry was a vibrant, exotic and exciting dish to Brits; and our love for it has been burning brightly ever since. Unfortunately, this popularity has led to an oversaturation of Westernised curry houses and ready-made sauces. Tyga aim to bring this exotic excitement back to Indian cuisine through home-made curry kits containing authentic spices and recipes.

With a predominantly male target market aged 21 - 45; I created a bold, vibrant brand that helped bring the authenticity and mystery back to Indian cuisine, in a modern and accessible way. Since launching, Tyga have gone from strength to strength; and we've continued to work together to develop the brand and packaging as the business grows.

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Initial Logo Ideas

1. Drawing inspiration from the brush strokes of traditional Indian type, the letters take on the form of the stripes, claws and tails of tigers; intertwining to pay homage to the way the spices comes together in a curry.

2. A clean, modern twist on traditional Indian typography.

3. A more mysterious, upmarket approach; with the type dissapearing to represent flavours and steam rising when cooking.

4. A depiction of India's unique architecture and beautiful countryside, depicted in the style of the stamps applied to bags of spices

 

Logotype Development

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Final Logo

Brand Elements

The colour palette marries the earthy, vibrant colours present in the two core driving factors of the Tyga brand – tigers and spices. Combined with a dark grey to add an element of mystery and luxury, the boldness of the colours and spices really stands out.

Typographically, I started with some hand rendered typefaces, but was concerned these could clash with the logo. Instead, I went with the combination of a bold, slightly distressed font to give some authenticity to headings; balanced with a similar but cleaner font for body copy.

 

Custom Pattern

To compliment the other brand elements, I designed a pattern inspired by the detailing on the doors and window frames in India.

 

The Boxes

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Website

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