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.
WORK IN PROGRESS!
client: Discover Spice, India
creative direction/art direction: Karim Salim
art direction/design: Marina Knezevic, Karim Salim
year: 2012