Vintage Logo and Packaging Design

# CREATIVE DESIGN BRIEF — FINE SELECT ## 1. BRAND OVERVIEW **Fine Select** *A brand of Kaqum Enterprises* **Parent Company:** Kaqum Enterprises **Retail / E-commerce Storefront:** **Alexa Premium** **Website:** alexapremium.com Kaqum Enterprises operates **Alexa Premium**, a premium online storefront offering a curated range of products across categories including gourmet pantry, imported beverages, dry fruits, premium nuts, fragrance and other specialty products. **Fine Select** is being developed as a dedicated premium FMCG brand, initially focused on **dry fruits, nuts and specialty pantry products**. The identity should therefore feel like a **standalone premium brand**, while sitting naturally within the larger Kaqum Enterprises / Alexa Premium ecosystem. --- # 2. PROJECT SCOPE We are looking for a **creative designer / brand identity and packaging designer** to develop: ### A. Fine Select Logo System ### B. Fine Select Packaging System ### C. Packaging for the initial product range ### D. Box / premium packaging design The objective is to create a **distinctive, scalable visual identity** that can grow into a larger FMCG portfolio. --- # 3. LOGO REQUIREMENTS The Fine Select logo should be a combination of: **ICON + WORDMARK** We require **two logo variations**, built from the same core identity: ### Primary Logo Icon + Fine Select wordmark For: * Product packaging * Website * E-commerce * Storefront * Marketing collateral * Larger applications ### Secondary / Compact Logo A simplified or proportionally adapted version for smaller spaces. For: * Small labels * Lids / closures * Stickers * Seals * Social media * Favicon * Small-format applications Both versions should clearly belong to the **same visual identity system**. --- # 4. CREATIVE DIRECTION ### Desired Character **Vintage + Classic + Premium + Contemporary** We want the brand to feel: * Established * Refined * Premium * Timeless * Curated * Sophisticated * Distinctive * Trustworthy The design should have a **heritage-inspired quality without looking dated**. ### Important We do **not** want Fine Select to look like: * A generic dry-fruit shop * Mass-market FMCG * A conventional Indian dry-fruit brand * An overly ornate / decorative food brand * A generic luxury brand * A technology / modern-minimalist brand * A template-based identity * An AI-generated visual identity Please avoid predictable visual clichés such as excessive crowns, generic shields, obvious nut illustrations or ornamental elements used without a strong conceptual reason. The desired territory is closer to: **Heritage-inspired premium pantry / specialty food / curated provisions** The brand should feel as though it has **heritage and authority**, while still being completely relevant to a modern premium consumer. --- # 5. CONFIRMED BRAND COLOUR PALETTE The Fine Select colour palette has already been established and should be treated as the **approved core palette**. ### Primary — Burgundy **#5A1725** Primary brand colour. ### Background — Ivory **#F4EBDD** Primary background / base colour. ### Accent — Antique Gold **#B08A45** Accent, CTA and premium detailing. ### Text — Deep Charcoal **#24201D** Primary typography and supporting text. These colours are based on the approved **Fine Select logo / colour board**. The designer should maintain consistency across: * Logo * Packaging * Boxes * Labels * Website * E-commerce assets * Brand collateral The designer may explore **tints, shades, textures, patterns, gradients, paper treatments and finishes** within this established colour system where appropriate. However, **no new core brand colour should be introduced without approval.** --- # 6. PACKAGING DESIGN The initial Fine Select product range includes: 1. Mamra Badam 2. Sabut Kaju W180 3. Irani Pista — Shelled, Unsalted 4. Macadamia Nuts 5. Brazilian Nuts 6. Pine Nuts 7. Long Green Resin 8. Pecan Nuts 9. Hazelnuts 10. Chawara 11. Anjeer We will also require: ### Box Packaging For suitable products, premium formats and/or gifting. --- # 7. PACKAGING SYSTEM — KEY REQUIREMENT We are **not simply looking for individual SKU artwork**. The designer needs to create a **master packaging architecture** that can be consistently applied across the entire Fine Select range. The system should make the products immediately recognisable as part of Fine Select while allowing each SKU to have its own identity. The system should be scalable to future products. For example: **FINE SELECT** Brand **MAMRA BADAM** Product **Premium / relevant descriptor** Product positioning **NET WEIGHT** Pack information The exact hierarchy and structure should be developed by the designer. --- # 8. SKU DIFFERENTIATION Each product should be easy to identify while maintaining a strong Fine Select master identity. The designer should explore how differentiation can be achieved through: * Typography * Product naming * Photography / illustration * Subtle colour variations where appropriate * Graphic devices * Patterns * Borders * Botanical / ingredient illustrations * Texture * Layout * Premium finishing The overall system should remain **cohesive rather than becoming 11 completely different designs**. --- # 9. PACKAGING AESTHETIC Packaging should communicate: **Premium quality + provenance + curation + trust** It should look strong both: ### On shelf and ### As a thumbnail on an e-commerce website. This is particularly important because Fine Select will be sold through **Alexa Premium / online channels**, so the packaging needs to retain visual impact even at small digital sizes. --- # 10. PRINT & PRODUCTION The packaging design should be commercially practical. Please consider: * Print limitations * Cost-effective production * CMYK / Pantone considerations where relevant * Foiling * Embossing / debossing * Spot UV * Paper / substrate * Labels vs direct print * Different packaging formats * Scalability across SKUs Premium finishing can be proposed where it genuinely adds value, but the system should