Kang Guru-Thai Curry Paste : Packaging & Branding Design Concept

Kang Guru – Thai Curry Paste : Packaging & Branding Design Concept

Challenge: Making Thai curry paste appealing to a new generation by ensuring easy access, vibrant colors, simplicity in preparation, and a variety of choices.

Idea: We have chosen transparent pouch packaging to effectively showcase the vibrant colors of our curry paste. The contemporary, round design is both user-friendly and visually appealing. Each type of curry is color-coded for easy selection. We’ve incorporated traditional Southern Thai art elements, such as batik patterns, woven textiles, and leatherwork, to highlight the main ingredients of each curry. The logo design draws inspiration from the concept of a deep understanding of cooking, as if it were derived from various recipe books.