The Darjeeling Pantry Ltd©️ is rooted in my personal family narrative. Naive of the complexity of creating the flavours we grew up with, my mother created these mixes for us to take to university. This brand ties authentic bengali flavours with millennial indie attitude in full experiential offerings.
curated in bengal
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curated in bengal 🐅
made in london
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made in london 🐅
brand strategy
SKILLS
research
brand identity
brand narrative
social strategy
tone
product strategy
visual design
curation
copywriting
supplier relationships
creative direction
packaging design
visual assets
tagline
music playlist
pitch deck
DELIVERABLES
brand book
logo
360° experience
social media
website
packaging
merchandise
strategy and research
Our family narrative influenced the brand strategy - our promise, vision and mission statements, personality, strapline, and values.
The creative landscape review spanned our personal family album to towns and villages in West Bengal - landmarks, architecture, art, temples, nightlife and nature.
I also took inspiration from luxury and artisanal brands from food to beauty and fragrance to fashion.
brand identity
Our tagline, “curated in bengal, made in london” resonates throughout the brand identity. Bengal and South Asian art was a constant source of inspiration and my millennial British upbringing brings some indie attitude that may resonate with our British audience.
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product and packaging
The spice rub products were existing family recipes that we took into an experiment kitchen and created a series of product identities that were inspired by nostalgic places for my mother that remind her of certain foods. This was then elevated into indie-inspired packaging for the launch.
It was also very important for the packaging to be responsibly sourced and as sustainable as possible so we custom-made a recyclable paper-based box.
experience
Each spice rub comes with a curated playlist because we believe in cooking with music. Stay tuned to discover more additions to the experiential offering over time.
Check out some art that was inspired from this process in the Scrapbook