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 is a story of how we are unveiling those non-documented secrets for everyone.
The identity is inspired from the key ingredient of the narrative itself, the forgotten 'stone grinder'.
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.
