Derrick Lin


Designed by Eyeline Creative, United Kingdom.

A new company called AuntieJi’s kitchen needed a brand new identity and packaging for their fresh curry sauce and Kheer Vermicelli dessert. The brand identity is modern but with an Indian flavour without it being overly embellished and the logo uses the bindhi in the dot of the ‘i’ giving a strong reference to Indian culture The colour palette is earthy and natural using browns, aubergine and reds as they were keen to emphasise the natural and fresh qualities of the product and to stay clear of traditional colours used in indian food packaging such as purples and yellows. To contrast the minimalist branding, illustrative mendhi designs have been used on the top of pack which gives the overall packaging a strong, graphic look.

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