CHARR

The Objective

To create a packaging system that reflects CHARR’s core promise – authentic flavors made with clean, honest ingredients, gluten-free and sugar-free, while developing a fun, relatable, unified brand identity that seamlessly works across multiple product categories: Indian Cooking Sauces and Global Marinades.

As a ready-to-eat-cook range, CHARR makes cooking both effortless and exciting. Just add your protein of choice, follow 2–3 simple steps, and a wholesome, flavorful meal is ready in under 10 minutes. The packaging needed to bring this story of authenticity and convenience to life.

The Design Concept

The packaging design for CHARR is rooted in storytelling. Every SKU celebrates its origin, whether a comforting Indian curry or a Middle Eastern-inspired kebab marinade, it comes to life through illustration, color, and texture. A vibrant, young, modern, approachable design that is rich in culture yet globally appealing.

Each pack depicts happy, character-driven scenes of people cooking and sharing food, set against landmarks, cultural cues, and natural backdrops from the dish’s place of origin. This visual storytelling makes the packs approachable, memorable, emotionally engaging and the joy and warmth of cooking.

The colour system is thoughtfully crafted which ensures each variant stands out individually while forming a cohesive, vibrant shelf presence.

For the cooking sauces –  Butter Masala has orange hues inspired by the tangy tomatoes. Likewise, turmeric for the golden yellow Korma Masala pack, bold red of the Kashmiri chilies for Rogan Josh and earthy green for the spinach Masala.

For the marinades – Kafta Kebab has cool blue hues with the Mediterranean influence. Similarly, rich red, spice-laden Shish Tawook from the Middle East.

Joojeh Kebab has a bright yellow, saffron and citrus notes. And the Tandoori is none other than a fiery orange, fresh off the grill.

The cooking sauces sport a subtle rice-paper inspired texture, and the marinades have a paper texture inspired from the ‘grill’ marks. This detail across sauces and marinades, reinforces CHARR’s identity as a brand that values authenticity, tradition, and craft.

CHARR’s packaging communicates its promise of authentic flavors made easy, transforming everyday meals into soulful culinary journeys. Rooted in flavour, made for easy, joyful cooking that nourishes both soul and table.