TIQLD, a range of Indian spice blends, takes home cooks on a culinary adventure of nature’s bold flavors, sharing the culture, tastes and stories discovered along the way. To bring these flavors to life, Manchester, United Kingdom–based design firm Alphabet created quirky branding, witty marketing and playful packaging centered around adventurous combinations. Illustrations on the packaging juxtapose the base ingredient of each spice blend—meat, fish, vegetables—with an unexpected abstract element, such as a tuba, that visualizes the story behind the flavor of the blend. Alphabet also extended TIQLD’s playful nature to the product photography. Bright colors draw in the eye to the varied hand expressions peppered throughout. These hand expressions, rendered in illustrated movement marks and accents, represent the playful rhythm of the brand and the different personalities of the kitchen. Everybody has her or his own quirks, but TIQLD makes it easy for anyone to cook up bold flavors.

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