Authentic Curries

Authentic Curries & World Foods tasked us to create new packaging to refresh the brand as they shifted their ready meals to recycleable trays.

Our brief was to reflect Welshness as well as communicating the rich flavours and textures of their curries and other delicious dishes while giving the products a distinct identity that is consistent across the range.

The quality of the product is the USB for these ready meals so the number one consideration was that photographs of the meals would be the hero of the packs. Naturally we worked with specialist food photographer Huw Jones ( www.HJphoto.co.uk ) to create a suite of images that were clearly differentiated yet closely aligned across the range of products. Carefully chosen crockery and traditional Welsh fabrics from Melin Tregwynt set the scene.

The product information is contained in a side bar to maximise the space for the photography and colour coding, in a deep, rich palette, helps to differentiate the products.

We are delighted to see the products on the shelves in most major supermarkets in Wales.