A branding and design project for Society Tea in collaboration with Black Swan Life. They were coming up with a range of pickles and chutneys. In a space that was already cluttered and is ruled by the giants like Priya, Mother's Recipe, Bedekar, Pravin, MTR, etc., we chose to narrate a story of how the recipes were passed down from the older generations to the younger ones in the kitchens, over a stone grinder, or while cooking. This was a story of how we are unveiling those non-documented secrets for everyone.
The identity was inspired from the key ingredient of the narrative itself, the forgotten 'stone grinder'. In today's day and age, we felt it necessary to take everyone back to the routes, where it all must have started.
For the launch, we reimagined the traditional kitchens of India, and how two generations would have shared the kitchen space. We felt photographs could be an interesting connect between the era when photography was not being easily accepted and the era where selfies are an integral part of our lives.
