After launching a subscription service featuring a diverse array of Indian specialty dishes, SpiceCraft identified a niche in the market. Customers particularly enjoyed preparing authentic Butter Chicken, a classic Indian dish, but often struggled to achieve the correct balance of flavours. The provision of authentic spice combinations, coupled with easy-to-follow instructions through an engaging booklet and online videos, made transitioning to a retail offering a feasible option.
However, the elaborate packaging designed for the subscription box was not cost-effective for a retail environment, despite its popularity among SpiceCraft’s client base. While Woolworths expressed interest in the product, the price point was deemed too high for their customers.
In response, SpiceCraft curated a selection of Indian favourites, as determined by customer preference, and transformed them into compact cooking kits. A unique naan bread mix was also introduced to enhance the overall offering.
The new packs not only uphold the Brand’s signature style but also evolve into a vibrant range that seamlessly blends Indian authenticity with contemporary design. We’ve innovatively crafted a unique box, the opening of which mirrors a smile, a nod to the Spicecraft logotype. Essential claims and product information are prominently displayed in standout boxes, facilitating a swift consumer experience. By showcasing the delectable end result on the packaging, we not only whet appetites but also inspire consumers to venture into new culinary experiences.
Strategic Brand and Packaging design for multicultural food business