Simpli Tadka-Range of Gravies

Simpli Tadka packaging design for a range of Curries. The aim was to make a vibrant, fun, and easy to recognize brand identity. The brand focuses on serving delicious restaurant-like meals at home. The packaging was designed by exploring and experimenting with various illustration styles to bring forth a professional yet warm and approachable quality to it. The recipes are a traditional secret and the gravies are prepared using only the highest quality ingredients, hence the design focuses on a lot of different kitchen ingredients. The hand-drawn illustrations are playful and reflect on the handmade quality of these fine gravies which also compliments the brand’s language.

The Human Touch
“A recipe has no soul, you as the cook must bring the soul to the recipe.”
When it comes to food, love is the most important ingredient. This concept explores the human touch, the skill which makes you love the food right in front of you. Food tastes best when one puts in the effort. The gravy we serve is also made with the same love hence: the human touch.
A friendly and smiling chef always brings in the approachable factor. The illustration of a chef in the process of cooking, with the ingredients scattered around him, shows transparency in the process and instills trust in the consumer’s mind.

The back of the packaging was also designed with carefully curated information architecture. The essential data was planned and placed, making it a point to not clutter and kill the mood with information overload for the customer. Clear iconography and layout segregates the data efficiently while retaining the fun element on the back of the packaging.