This document is a rebranding project for AMMA Spices, a small Mauritian spice and pickle company founded in 2018. It is intended for the business owner or a marketing team planning a 2027 campaign. The project begins with a critique of the existing logo, noting that its purple colour and italic lettering fail to communicate spice, warmth, or handmade quality. It then introduces two surrealist…
This document is a rebranding project for AMMA Spices, a small Mauritian enterprise established in 2018 that produces homemade pickles and spices. It is intended for the business owner or marketing team, as the company plans to update its visual identity and packaging ahead of a wider marketing campaign in 2027.
The project begins with a critique of the existing logo, noting that its purple colour and italic lettering fail to communicate spice, warmth, or handmade quality. It then introduces two surrealist artists, Salvador Dalí and Mauritian painter Dev Chooramun, as creative inspirations for the redesign.
Key works by each artist are described in detail. Dalí's The Persistence of Memory and Metamorphosis of Narcissus are analysed for their symbolism of time, sleep, and transformation. Chooramun's Vegetarian Dodo is presented as a reflection on ecological identity and Mauritius's native biodiversity.
The proposed logo combines the letter A with a red chilli shape, using deep red and leaf green. The colour palette, hex codes, and CMYK values are specified. Sketches, logo development stages, and a business card design are also included in the document.