spice² - branding & motion

Spice² is a conceptual sub-brand of Spicemaster, featuring premium dry spices in 5x5 cm modular cubes made from a single piece of recycled cardboard. By deconstructing the Spicemaster identity and using "boxy" variable typography, the project challenges traditional eco-friendly branding through a premium yet playful visual language. Each cube is branded with the slogan "Square equals fair," reinforcing a commitment to both geometry and sustainability. Supported by AI-generated mockups and physical prototypes, the design showcases a stackable, plastic-free system.