The bond between family and food is the root of Alicia’s Spice Co. A lifelong passion for great food has driven founder, Alicia Haddad, and her venture into creating an all-natural, gluten free, woman-owned spice company that celebrates healthy ingredients and simple, creative cooking. 

ROOK/NYC partnered with Alicia to breathe new life into her brand identity and packaging design. Bold colors and bright illustrations pay homage to the quality ingredients at the heart of her seasoning blend and spice recipes, while a modern touch of elevation is applied to the logo to maintain familiarity. The result is a refreshing take on the art of cooking. 

“Our goal was to inject creativity into what is an otherwise very functional shelf set. Spices, and seasonings are fun and bring out a creative element in cooking, and the packaging is supposed to evoke the joyful feeling of cooking together with family and friends. We hope to excite the consumer with the new packaging, and encourage them to pick it up off the shelf.”  - Mark Christou, Founder & Creative Partner, ROOK/NYC

SERVICES

BRAND IDENTITY / PACKAGING DESIGN / COPYWRITING / ILLUSTRATION / PRODUCTION / CREATIVE DIRECTION