Food & FMCG · Ghana · 2026
We gave a local spice brand a global shelf presence.
Identity, packaging system and lifestyle photography — Ghanaian herbs and spices, without pretending to be foreign.
Work / Brands / Awusi Mix
Identity, packaging system and lifestyle photography — Ghanaian herbs and spices, without pretending to be foreign.
Ghana's markets are full of excellent local herbs and spices — and almost none of them look the part. Home-ground pepper and spice blends are usually sold loose or in plain packaging, which quietly signals "cheap" and "informal" next to the glossy imported jars beside them. The product is often better; the packaging loses the sale.
Awusi Mix had genuinely good local blends — pepper, mixed spice, steam spice — and an ambition to sit on modern retail shelves and in aspirational kitchens, not just market stalls. The job was to make a proudly local product look every bit as considered as the international brands it competes with.
Awusi Mix keeps its identity out loud: the "AM" monogram, "Local herbs & spices", the "100% Natural" and "Made in Ghana" cues. But we built everything around it to international-FMCG standard — a clean shield-label system, confident type, a disciplined red-and-cream palette, one jar architecture across the whole range, and appetite-led photography. The result reads premium and trustworthy at a glance, while still saying, unmistakably, this is ours.
The move was to close the gap between local quality and shelf confidence — to make "local" look like a choice, not a compromise. And by carrying the brand off the jar — onto the apron, the tote, the monogram pattern — we gave Awusi Mix the surface area of a lifestyle brand, not just a product.
The AM monogram turns a spice brand into something you'd carry. Carrying the identity onto apron, tote and pattern gives Awusi Mix the reach of a lifestyle brand — recognition it can bank on beyond the shelf.
A shield-label architecture gives each local blend the structure and shelf-confidence of an international brand — pepper, mixed spice and steam spice reading as one family, not a collection of market packets. Confident type, a disciplined red-and-cream palette, and consistent jar architecture hold the range together.
Final packaging photography is being re-shot from corrected production artwork and will be added here.
The identity and packaging system are delivered and rolling into retail. Retail listings, sell-through, reorder rate and any move from market-stall to formal-retail placement will be added here as they land.
What the work gives Awusi Mix is permission to compete on the modern shelf without leaving its roots behind — imported-quality and proudly Ghanaian at the same time.