Spiced Stories
A subscription-based service that seamlessly blends the richness of South Indian movies and delectable meal recipes crafted by the South Indian community within the United States who are looking for an opportunity to share their culture and stories with others.
This project is a part of the service component of my graduate thesis project titled "We Too Belong Here: Uniting and Strengthening South Indians through Community Collaboration". It is created for a market that is hungry for authenticity and connection, the young adults between the age of 18 to 34, which in New York alone constitutes 2.5M people. It includes both working individuals and international students. And secondly for South Indians, both second generation and homesick South Indians, to help them feel closer to home.
Why Do We Need This?
The journey began with a simple yet profound interview with a South Indian immigrant, who shared their story of having to give up on food due to the lack of accessibility and affordability in New York City. This conversation sparked a deep dive into the challenges faced by the South Indian community in finding authentic cuisine. Through extensive research and market analysis, it became evident that while South Indian restaurants existed, they were often exclusive and difficult to access, with limited food options and high prices.
"You had to give up these little things in terms of food because it was so tough to find it anywhere. And so I had to give it all up."
- South Indian immigrant who moved to NYC in 1990s
Brand Strategy
Spiced Stories is more than a subscription service - it’s a celebration of culture, connection and communication. Food is a language that helps people feel more connected with their cultures and instill a sense of pride within the individuals. By blending delicious South Indian recipes with iconic movies, it brings people closer to the rich traditions and stories by making it more accessible and affordable to the community. It’s about more than just meals; its about providing sense of belonging for the people.
The name, Spiced Stories, reflects the idea of storytelling through food, where every dish and recipe has a history tied to the South Indian community in the U.S. The brand’s vibrant colors are inspired by the culture’s richness and designed to feel inviting, much like other food services you know. Spiced Stories is here for young adults looking for something authentic and meaningful – a taste of home or a connection to a culture they want to explore.
Logo and Brand Identity
Spiced Stories’ logo is a bold and distinctive design that reflects the vibrant and edgy nature of South Indian cuisine. This Adobe typography Ohno Blazeface is strong and memorable, inspired by the bold flavors and character of the food. Paired with it is an iconic chili symbol, a nod to the spicy essence of South Indian dishes and a universally recognized marker of heat in the culinary world.
The chili icon is designed to be simple yet striking, ensuring it is instantly recognizable and memorable, even in small applications like app icons. Together, the typography and icon create a cohesive and unique identity that stands out while staying true to the spirit of South Indian culture.
Visual Identity
The visual identity of Spiced Stories is as bold and vibrant as its flavors. The brand embraces a dynamic color palette of three striking shades: Fire Orange, Spice Indigo, and Zest Green. Each color brings its own energy—Fire Orange ignites passion and warmth, Spice Indigo adds depth and intrigue, and Zest Green injects a fresh, modern pop. Together, they reflect the diversity of the menu and the boldness of the South Indian culture it represents.
Unlike traditional branding, Spiced Stories doesn’t rely on a single primary color. Instead, these three shades work in harmony to create a vibrant and chic identity. The solid contrast of these colors stands out across packaging, the website, merchandise, and more, ensuring the brand is both memorable and full of character.
