A new range of spice Paste Pots by Patak’s has launched into Morrison’s with contemporary packaging design by Hornall Anderson. Patak’s wanted to communicate the benefits of its single use Paste Pots range to an audience looking for greater involvement from cooking, or who wanted to reduce the time required to produce guaranteed delicious and authentic curries. The range currently includes Madras, Tikka Masala and Korma. The Patak’s brand has always been seen as a leader in the category, but to ensure Patak’s Paste Pots stood out on shelf and communicated the benefits, it needed to redefine its sub-brand look.
A sensory experience is created on front of pack with the use of the graphic illustrations, showing an emerging trend within food packaging, which ignores traditional food photography. Colours, shapes and graphics make packaging feel modern, while the team at Hornall Anderson took inspiration from the colours at holy festivals in India, selecting a vibrant and foodie colour palette. A paisley pattern adds interest.