Anglo Indian Chef Packaging
In 2014, I was commissioned to create a logo and series of packaging designs for a new entry into the UK home-cook curry scene, Anglo Indian Chef.
The original packaging was somewhat basic (as can be seen on the left), and the entire branding needed an overhaul to be ready for a push into retail stores. The logo design was inspired by a traditional Indian Karahi pan, with the flower petal designs connoting the explosion of flavour from each dish. The colour of the petals, along with the packaging accent, were intended to change depending on the spices used in the curry.
The design of the packaging began by researching Anglo-Indian motifs and architecture, which informed the shape of the cutout window that displays the rich and varied colours of the spices central to the client’s product. I chose two fonts, ‘Constantia’ and ‘Perpetua’ for their classical English serif style, and legibility at a small x-height.
On the front of the original packaging there was an excess of information which needed to be simplified and re-situated across the new box shape, with the addition of nutritional information and ingredients to meet current European Guidelines. The client wanted to include the recipe instructions in a larger print, and we felt this would be better placed inside the box. This became a spring folded insert that doubled up to push the content towards the front of the packaging, ensuring visibility in the window and minimising disturbance in transit.
Once I had finalised the 13 different designs with the client, I worked extensively with the printing/cutting company to ensure that the design met their requirements for manufacture.