Sawai, a spices brand from Maharashtra, takes pride in the authenticity of its product and the deep regional connect in its every offering. Since the brand’s biggest touch point with its customers is not its communication, but on-the-shelf packaging, we decided to incorporate the brand’s values and differentiators in the packaging. To represent the superior regional connect and authenticity of the spices, we picked up elements from the traditional Maharashtrian kitchen like black stone for grinding and regional manuscripts. As the final piece of the puzzle, the product name and the image of the recipe enhanced this regional warmth.