Aagrah’s founder, Mohammed Sabir, moved to the UK as a teenager. His first foray into food was selling kebabs from a cart in Bradford City Centre. Appetite for his flavours quickly grew and he opened his first restaurant in 1977. Over time, one restaurant became seven and in 2011 the family started selling their much loved
home-style cooking pastes to a small but loyal customer base.
Fast forward to 2024 and we needed to take Aagrah to the next level, helping them launch into major supermarkets. Early conversations with Tesco had shown the brand was holding them back. Like much of the category, it looked old-fashioned and recessive. A significant revamp was needed in order to grab attention.
Welcoming Lulu! Running, leaping, juggling her way across the range, she bursts off the shelf and tells a different story to the mainstream brands. We introduced single-minded colour-blocking and a full-on, confident simplicity reminiscent of old Indian stamps. The vibrant brand world, combined with a playful tone of voice allows the brand, like Lulu, to bound joyfully between its origins in Kashmir and Bradford.
The eye-catching packaging is designed to attract customers and reflect Aagrah’s fusion of cultures. The range includes poppadoms, chutneys, starters with spice mixes for dishes like Onion Bhaji and Seek Kebab, mains with award-winning cooking sauces like Karahi and Tikka Masala, and hand-pulled naans and Pilau Rice Mix.
From launch in early 2024, the new design has already helped secure listing in 364 Tesco stores.
CREDIT
- Agency/Creative: Red Dot Studio
- Article Title: Red Dot Studio’s Vibrant Redesign for Bradfords Aagrah: Bringing Indian Flavours to Major Supermarket Shelves
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: London
- Market Region: Europe
- Project Deliverables: Brand Design
- Format: Jar, Pouch
- Industry: Food/Beverage
- Keywords: Indian food, FMCG, Branding design, Packaging, Restaurant design
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Credits:
Creative Director: Sam Lachlan
Creative Director: Christian Eager
Designer: Angus Meikle
Designer: Hannah Gurney
Designer: Dean Fox
Illustrator: Mathilde Solanet
