Eastern
From a Spice Brand to a Cultural Brand

Beyond Packaging. We Designed Meaning

When Studio ABD partnered with Eastern, the challenge was not to redesign packs. It was to reframe how millions perceived a household brand. We moved the conversation from commodities to craftsmanship, from ingredients to experiences, and from products to stories. The new architecture celebrated authentic ingredients, contemporary lifestyles and Eastern's expertise in creating trusted blends for modern consumers.

Every Pack Became a Storyteller

We built a scalable brand and packaging ecosystem across masalas, breakfast foods, frozen foods, snacks, beverages and ready-to-eat categories. Through strategic storytelling, photography, structural design, multilingual communication and distinctive visual architecture, every touchpoint reinforced the same promise: authentic ingredients, intelligently blended for contemporary life. The shelf became Eastern's most powerful media channel.

Design That Added Enterprise Value

Great design does not merely improve appearance—it compounds brand value. In 2014, Eastern was a respected regional leader. By 2020, the company attracted a landmark investment when Orkla acquired a 67.5% stake for approximately ₹1,356 crore. While business growth is driven by many factors, strong brand building, consistent packaging systems and consumer trust created the visible assets that helped Eastern scale across categories and markets. Design did not follow growth; it helped enable it.