The challenge was to create packaging and an identity that would appeal to the supermarket buyer - for this range of fresh and healthy Indian ‘stir-in’ cooking sauces - and differentiate the product from less premium, non-fresh sauces sold in jars. This was done through the fusion of symbology and modern typography. A subtle hint of Indian patterning is used to connect the product to its authentic roots.
In conjunction with the launch of the product, the client was also keen to promote their charitable arm, The Masala Masala Project which promises to serve one hot meal to the homeless in India for every pot sold. A logo was created for this that would link it to the product but also stand on its own.
FINALIST: Marketing Design Awards 2011 - Best New Product Launch