Jahan celebrates the modern home chef through Afghan spice blends that represent the diverse and complex flavors of central Asia. Our design team at Wonderkind felt the shared potential of this collaboration— translating the client’s desires for a non-traditional and approachable brand via typography inspired by Afghan culture, patterns with unique glyphs, and zestful colors that both highlight the founder’s heritage and paint the town. A bright color palette conveys the promise of what’s inside the package (tasty, balanced spices!), while the letterform is a nod to the founder’s desire to bring positivity to Afghan culture.

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