Discover Spice – Visual Identity

Discover Spice - Logo


Discover Spice is an Indian company with a focus on culinary tourism, organizing gastronomical travels throughout India. Creating a logo for such a company was in a way similar to how a chef cooks a meal. Adding one ingredient after another, allowing them to mix and dissolve, creating a tasteful combination where each flavor is used to complement other, either by melting into it or contrasting it. The result is a steamy, colorful, fluid, fiery, sense touching masala in which one can trace different intertwining paths that all together form a shape that we might recognize as India.


client: Discover Spice, India
creative direction/art direction: Karim Salim
art direction/design: Marina Knezevic, Karim Salim
year: 2012

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