Conceptual projectFeatured on Packaging of the WorldPackaging

Everest International Packaging

Packaging design for Everest Spices in international markets: an upcycled tin box with a dispenser and measuring tray, featured on Packaging of the World.

A full-bleed 3D render on a warm peach seamless background: three Everest tin cartons, with a red Korma Masala at left rear, a green Makhni Masala in front and an olive carton at right.
Role
Packaging designer, consumer researcher, illustrator, 3D artist
Timeline
5 weeks
Guides
Prof. Pritesh Bhatia · Prof. Jaimin Bhavsar
Tools
IllustratorBlenderPhotoshop
80%Prefer branded over unbranded
92%Source spices from India
100%Buy the Basic Three
110×72×40Tin size in mm

Overview

A package that carries the culture, not just the spice.

Brief

Everest's packaging had no visual cohesion for international markets, was not designed for fridge storage, and let aroma out and moisture in.

My part

Packaging designer, consumer researcher, illustrator and 3D artist. I worked on the graphic side with Ruchi, and Parth led the product.

Result

An upcycled tin box system featured on Packaging of the World, built to resolve all three problems.

Context

Will spice packaging feel authentically Indian, abroad?

Everest Spices, established by Vadilal Shah in 1967, is a renowned Indian spice brand with a rich legacy. It has over 45 blends and has been a Superbrands honouree eight times. While Everest emphasizes marketing communication as its distinguishing feature, its packaging lacks a cohesive visual identity suited for international markets.

Three problems, each enough to lose a customer at point of sale.

  • No visual cohesivenessThe packaging did not stand out on racks.
  • Not made for the fridgeFridge storage is a growing way to keep spices.
  • Aroma out, moisture inThe package allowed egress of aroma and ingress of moisture.
The project overview slide: Everest Spices Worldwide, 5 weeks of packaging design, with guides and team listed beside a red Korma Masala tin among spices.

Project overview.

Research

Branded Indian spices have demand abroad. The packaging doesn't match it.

Surveying foreign users revealed clear patterns in demand and appeal. Price and authenticity emerged as the key purchasing factors. The data pointed toward a clear opportunity: branded Indian spices have demand abroad, but the packaging doesn't match the expectation.

CookingWhat they cook most: Roti & Sabji (80%) and Rice & Dal (50%).
SpicesGaram Masala is bought by 80%, and every respondent buys the Basic Three.
Where92% source spices from India, and 80% buy from Indian stores.
Brand80% prefer branded spices over unbranded.
Research spread headed Current Packaging and Rhetoric and Rituals: black-and-white photographs of hands opening an Everest sachet and of supermarket shelves, survey bar charts on meals, blended spices, brand preference and where spices are sourced, and mood boards for the themes Authentically Indian and Spice Heritage.

Current packaging, consumer survey results, and the two themes that came out of them.

Direction

From a fridge-friendly pouch to an upcycled tin.

ExploredBOPP packageA tearable end that could be stored in the fridge, designed for sustainability.
FinalUpcycled tin boxKeeps spices potent and the package sustainable. A small dispenser prevents over-pouring, and a measuring tray is integrated at the bottom.
Concepts and sketches: pencil sketches of packs, jars and pouches, a favourite BOPP package with a tearable end, and a grey 3D model of the upcycled tin with its dispenser and measuring tray.

Concepts and sketches, ending in the tin with a dispenser and a measuring tray. All the sketches and concepts were a personal direction and effort.

Identity

Window to India.

The graphic language drew on a "Window to India" theme, showcasing regional motifs and culture. Arches unique to each region became the central motif, framing AI-assisted illustrations (DALL-E) of the landscapes and traditions behind each spice blend.

The tin is upcycled, 0.5 mm thick, with a screen print and deboss finish, at 110 x 72 x 40 mm.

Key visuals and direction: four jar label designs with the final dish in focus, three illustrated tin labels for Korma, Khichdi and Makhni Masala with nutrition facts, and style references of regional motifs and arches.

Key visuals: two label approaches, and the regional arch motifs they draw on.

Outcome

A package that carries the culture, not just the spice.

The final packaging system was recognized and featured on Packaging of the World. The design was built to resolve the three original problems: visual cohesion across the product line, fridge-friendly storage, and aroma-sealed containment.

"The design language feels very premium and looks authentically Indian."Fatlin Renfer, German-Indian
"The addition of the measuring tray is a cherry on top for a simple package like this!"Anjali, freetime cook
A six-image product photography grid on near-black: a red Korma tin beside a bowl of curry on dark wood with a turmeric dish and spoon, red and olive tins, and a green Makhni Masala tin among spices, captioned upcycled tin 0.5 mm thickness, screen print and deboss, 110 x 72 x 40 mm.

The final product line: upcycled tin, 0.5 mm thickness, screen print and deboss, 110 x 72 x 40 mm.

Takeaways

What this project built.

  1. CMFG-NUX design as a framework for packaging decisions. Color, material, finish, graphics, and the new-user experience all working as one system.
  2. Die cutting and ergonomics applied to a real manufacturing constraint. The dispenser and measuring tray had to be producible at scale, not just modeled in Blender.
  3. Material science, regulation and compliance for international food packaging. What can be printed on tin. What information is legally required in which markets.
  4. Manufacturing techniques and product sketching as communication tools between graphic and product teams.
  5. Deepened comprehension through reading Packaging The Brand by Gavin Ambrose.