Icarus Design

Bengaluru, Karnataka, India

A spice brand aimed at South Asian expats in the UK, Rajah wanted to reinvent itself to be relevant to a second-generation audience that was quite different from their parents. Our identity reflects the confidence and dynamism of a generation happy to shed the baggage that held back their parents – while the visuals reflect the nostalgic yearning for the fields of India they’ve heard about. Together, this helped the brand find resonance among a new generation of confident, young British South Asians.

WHAT WE DID: Consumer Understanding, Brand Identity, Visual Architecture, Pack Design, Illustration, Photography.