Great spices, hidden behind packaging that looked like everyone else's.
Ela Spices had thirty years of family recipes and loyal customers in Kerala. But on a crowded shelf their plain packets disappeared, and they had no way to sell to the many customers asking for delivery outside the state.
We spent the first week in their kitchen and shop, talking to the family and their regular customers. The story was already there. It just wasn't being told.
- A brand built on the family's own recipes: warm, honest, and clearly premium.
- A packaging system for 40 products, with colour-coded ranges that are easy to find on a shelf.
- A Shopify store with recipes, gift boxes and subscriptions, which their team updates themselves.
- A launch campaign on Instagram and Google that brought in their first customers outside Kerala.
The new brand and store launched in 10 weeks. In the first six months, online orders tripled and now make up more than a third of sales. Two regional supermarket chains have since asked to stock the range.
Colours taken straight from the spices themselves, with a friendly serif for the brand name and a clean sans for everything else.
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They understood what made our family business special, and made sure everyone else could see it too. Our customers tell us the packaging is too nice to throw away.
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