Kitchen Recipe

Kitchen Recipe is a family-led spice and dry fruit brand from Sangli, Maharashtra, a city known as India’s Turmeric Capital. Founded in 1972, the business began with turmeric powder and gradually expanded into a broad range of spices, masalas and dry fruits, all built around a farm-to-packet approach and a commitment to no added colours.

Confetti was brought in to create a complete identity and packaging system without changing the brand’s existing logo. After fifty years in the market, the logo already carried strong recognition, so the challenge was to build a modern, scalable visual language around what customers already trusted.

Ingredient-led illustrations became the core of the packaging. Each product features artwork specific to what is inside, helping shoppers quickly identify the range through colour and imagery. Turmeric root defines the haldi pack, garlic and onion distinguish kanda lahsun masala, while raisins, cashews and other ingredients create clear identities across the dry fruit range.

Devanagari was introduced across the back of the packs to strengthen the brand’s connection with its Maharashtra audience. The structure was designed to work consistently across more than twenty products while still allowing every SKU to stand apart on a crowded shelf.

For the smaller ten-rupee packs, Confetti created a vertical sachet format instead of the standard square structure commonly seen in the category. Gold caps were added to the jar range to elevate perceived quality without moving the brand away from its accessible positioning.

The final system gives Kitchen Recipe a cohesive and recognisable presence across spices, dry fruits, jars and sachets. It modernises a fifty-year-old brand while preserving the trust, familiarity and regional character it had already built.