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.

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# 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 not depend on expensive production techniques to look premium.

---

# 11. DELIVERABLES

## Brand Identity

* Primary Fine Select logo — Icon + Wordmark
* Secondary / compact logo
* Logo variations for different applications
* Colour specifications
* Typography recommendations
* Basic logo usage guidance
* Brand visual language

## Packaging

* Master packaging architecture
* Initial SKU designs
* Box packaging design
* Front / back / side panel system
* SKU differentiation system
* Packaging mockups
* Print-ready artwork
* Editable source files

## Source Files

Final editable files should be supplied in appropriate professional formats, including:

* AI / EPS / SVG
* PDF
* PNG
* JPG

---

# 12. FUTURE SCALABILITY

The system should be designed with the assumption that **Fine Select will grow beyond the initial 11 products**.

The identity should therefore work for:

* Additional nuts
* Dry fruits
* Seeds
* Specialty pantry products
* Premium ingredients
* Gift boxes
* Festive collections
* Other premium FMCG extensions

We want to establish a **brand system**, not simply complete a one-time packaging project.

---

# 13. DESIGNER PROFILE

Ideal designer should have:

* Strong portfolio in **vintage / classic / premium branding**
* Experience with **FMCG / food / gourmet packaging**
* Experience creating **multi-SKU packaging systems**
* Strong typography skills
* Strong understanding of visual hierarchy
* Packaging production knowledge
* Ability to work within established brand guidelines
* Strong conceptual thinking
* Excellent attention to detail
* Ability to balance creativity with commercial practicality

---

# 14. WHAT WE EXPECT FROM THE DESIGNER

We are looking for **original creative thinking**.

Please do not approach this as simply:

> “Create a vintage logo and put it on a box.”

We want the designer to think about:

**What makes Fine Select recognisable?**

**What visual asset can become synonymous with the brand?**

**How should the brand behave across 10, 20 or 50 SKUs?**

**How can we create premium perception without relying excessively on gold or ornamentation?**

**How will the packaging look both physically and as an e-commerce thumbnail?**

The final identity should be **distinctive, ownable, commercially practical and scalable**.

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# 15. PLEASE SHARE

When responding, please provide:

1. **Relevant logo / brand identity work**
2. **Premium food / FMCG packaging examples**
3. Examples of **multi-SKU packaging systems**
4. Examples of **vintage / heritage-inspired branding**
5. Your proposed creative approach
6. Estimated timeline
7. Project fee / commercial proposal
8. Number of initial concepts included
9. Number of revision rounds included
10. What files / deliverables are included in the final handover

**Relevant portfolio examples are strongly preferred over general design work.**

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## BRAND STRUCTURE

**KAQUM ENTERPRISES**
Parent Company

↓

**ALEXA PREMIUM**
Retail / E-commerce Storefront

↓

**FINE SELECT**
Premium FMCG Brand

The Fine Select identity should be **independent enough to build its own equity**, while remaining compatible with the broader Kaqum Enterprises / Alexa Premium ecosystem.

**Brand:** Fine Select
**Company:** Kaqum Enterprises
**Storefront:** alexapremium.com