Little Turban

Agency: Slice Design
Country: United Kingdom

Little Turban – Traditional Indian Food, With a Twist

Harj came to us with his range of five Indian curry sauces which tasted amazing but were being let down by pack design which didn’t communicate the incredible flavours inside.

As a child, Harj grew up on homemade Indian sauces made from the freshest ingredients. Now a father himself Harj found that finding the time to cook these delicious curries from scratch was almost impossible. Little Turban sauces were created to provide the option of an authentic curry at home without the time commitment.

The UK curry sauce market was limited to the classics and the choices were not expanding. All of Little Turban’s recipes are based on traditional dishes and are given a twist with bold and innovative flavour additions.

The sauces are made from all natural ingredients and contain nothing you wouldn’t use at home – no hidden artificial colourings or flavourings. Little Turban sauces were created to excite and intrigue curry lovers by reinventing classic recipes and putting weekday curries back on the agenda.

Inspired by Harj’s passion for authentic and exciting Indian flavours we created a brand and packaging design that brought to life the excitement of Indian cooking and the innovation of Little Turban’s recipes.

Agency comments (Alan Gilbody, Creative Director, Slice Design)
In the UK supermarkets, all Indian cooking sauces borrow from the same tried and tested pastiche palette. In short, they all look the same and take themselves far too seriously. Little Turban sauces are very different – there is a certain lightheartedness to some of the flavour combinations, so we wanted to capture this in the brand positioning and packaging design.
We re-positioned the brand as “Tradition with a Twist” and took inspiration from Henna tattoos to create impact and help visualise the explosion of taste across the portfolio.

Client comments (Harj Dhillon, Director, Little Turban)
I met a member of the Slice team at a food exhibition last September. After my initial meeting with Alan and his team I was convinced that they would do a great job for me. They were passionate about designing and creating a Brand presence and showed me some brilliant examples of work they had done previously.

Their enthusiasm, knowledge and experience convinced me to work with Alan and his team. They really explored and probed about every aspect of Little Turban from its origins to where it wanted to go and helped me appreciate that it was not just about creating colourful packaging with eye catching colours and graphics; they really embraced the Little Turban story and practically translated it onto the new packaging. The work they have done is brilliant and they really went the extra mile which I am grateful for. I just wish I had found them earlier!