Our role was to guide them through food‑packaging fundamentals, refine their brand story, and create a range that stands out in a highly competitive chilled‑food category. Raha Curry was preparing to launch onion bhajis, naan breads, and butter chicken into a crowded retail environment where products must communicate flavour and trust instantly. They needed clarity on packaging formats, guidance on shelf presence, a cohesive visual identity, and support navigating print production, forming a complete brand‑building journey. Working closely with Ash and Dheeraj, we explored the sensory world of Indian cuisine, its colours, textures, spices, and rituals, to shape a visual language that feels vibrant yet refined. Ash envisioned packaging inspired by the traditional Indian tiffin, the iconic stacked lunchbox symbolising home‑cooked warmth and cultural heritage. We partnered with trusted print suppliers to ensure every production decision supported quality and consistency.
Our creative direction drew from the deep saffrons, reds, and greens of spice markets, handcrafted motifs, modern typography with subtle cultural cues, and photography that celebrates richness and appetite appeal. The first products in the range established a cohesive identity system, each SKU distinct yet unmistakably part of the same family. With this strong foundation, Raha Curry is now poised to expand into new dishes, formats, and audiences.We look forward to supporting the next chapter of a brand bringing genuine Indian flavours to Irish homes.
