Indian Elements
Challenge
A new product on the market, Indian Elements needed a name and packaging design that would gain attention in the cooler space and appeal to a wide audience. At the time, only the Indian culture knew what Thurka was. One of the biggest challenges was how to package 4 separate ingredients together. The separate ingredients allows the cook to control spice level, but also create a different taste experience each time.
Solution
To appeal to a western audience, yet retain the origins of where the product comes from, a balance of eastern and western aesthetics was used – an Indian pattern was incorporated in a modern looking package design.
The name, "Punjab Palette", references which part of India this product is originally from, and because of the different colours of the spices, references being an artist through cooking. "Indian Dinner Kit" reassures consumers that they don't need to hunt for other ingredients to make a meal that is new to them. These ingredients are packaged neatly in a clear plastic square container for consumers to view all the contents.
Because consumers can be intimidated by cooking unfamiliar ethnic cuisine, we made it as fun and easy as possible. On the back of each label are examples of recipes so consumers can buy all the ingredients needed to make a successful Indian dinner at home in 30 minutes. A small brochure with photos also can be found next to the product for more ideas.
Result
Consumers were very curious about the new product and were eager to try it out. The branding and packaging appealed to a variety of audiences. Sales went up and Indian Elements was invited to talk about their new product on CBC Radio, raising awareness.
"We noticed a big difference in how people viewed our product when Estella Lum Creative rebranded our company and redesigned our packaging. We were able to compete toe-to-toe with successful established brands at tradeshows. Grocery stores were finally taking us seriously and we tripled our sales over a few months."
D. Patara, Founder | Indian Elements