Case Study · Branding
ARG Foods
From zero brand to shelf-ready in 40 days — a heritage-led identity system for a Kerala masala house.
The Challenge
ARG Foods is a third-generation masala maker from Palakkad. Recipes refined for 50 years. Distribution constrained to local Kerala markets. Zero brand identity beyond a font-on-canva logo.
Modern retail and D2C demanded visual sophistication their packaging couldn't carry. Investors couldn't read the heritage. Customers couldn't recognise the jar.
Our Approach
We anchored the brand in Palakkad heritage — not nostalgia, but visible craftsmanship. Hand-drawn botanical illustrations. A typography system rooted in Tamil-Malayalam script gestures. A 6-colour palette pulled from the spice itself.
- Brand strategy workshop with the founding family
- Heritage-research field trip to Palakkad
- 8 packaging SKUs designed in parallel for retail + e-commerce
- 25-page brand codex for in-house and agency partners
- 30+ social media templates handed off in Figma
The Solution
A complete brand system — logo, colour, typography, illustration library, packaging system, social toolkit, brand voice document. Designed once. Deployed everywhere.
- Full visual identity system
- 8 packaging designs (turmeric, garam masala, sambar, rasam, …)
- 25-page brand guidelines PDF
- 30+ social media post templates
- Photography direction guide
- Business stationery (cards, letterhead, envelope)
- Website design integration spec
The Results
Shelf-ready packaging in 40 days. Brand codex now used by 3 downstream agencies. Direct-to-consumer launch followed within 90 days of the brand handover.
Built with.
- Figma
- Adobe Illustrator
- Photoshop
- After Effects
Want results like this?
Tell us what's broken. We'll show you what we'd build.