The Patak’s team approached DesignHawk with a truly innovative new product in the curry category. Their decades of spice-blending expertise had helped them to create a kit to make curries that rival restaurant quality, simply & easily at home.

Of course, the first thing we had to do was to experiment with cooking and trying these innovative products at home. Experiencing the magic of the process and the outstanding outcome, we knew we had a lot to work with. But how would we communicate all this innovation & deliciousness on one small pack, being different enough to stand out, all while staying true to the Patak’s brand?

With a tight timescale, we had to work fast. We commissioned and art directed a photography shoot to make sure we were showcasing the curries in their best light on pack – rich, thick and full of flavour. We incorporated a typographic style which added a premium modernity that would attract attention. We explored TOV, creating the variant name and simplified 3-step process message. We also knew that the shopper marketing would do a lot of the heavy lifting, so we created an in-store marketing campaign to amplify the message even further developing the campaign positioning and look and feel beyond the pack.

Working on a pinhead, we were able to create a design which packs a punch. Precise, simplified messaging which communicates clearly to the consumer while using every ‘nook and cranny’ of the pack, printing on both the outside and inside, to create a truly differentiated and immersive experience.