Work / Brands / Awusi Mix
We gave a local spice brand a global shelf presence.
Identity, packaging system and lifestyle photography for a Ghanaian spice brand — without pretending to be foreign.
Better product, weaker packaging — the local blend that loses the sale on the shelf.
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. The product is often better; the packaging loses the sale.
Awusi Mix had 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.
We dressed the local product in world-class clothing — without stripping out what makes it local.
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.
Lifestyle surface area, not just a jar
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.
One label system, every SKU
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.