Tyga Spice


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.


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


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