CURRYiT:
Designing the Framework for an emerging D2C Brand
Client
CURRYiT
Location
Delhi
Industry
FMCG
Discipline
Brand & Visual Identity Design
UI/UX & Product Design
CURRYiT:
Designing the Framework for an emerging D2C Brand
Client
CURRYiT
Location
Delhi
Industry
FMCG
Discipline
Brand & Visual Identity Design
UI/UX & Product Design
CURRYiT:
Designing the Framework for an emerging D2C Brand
Client
CURRYiT
Location
Delhi
Industry
FMCG
Discipline
Brand & Visual Identity Design
UI/UX & Product Design
CURRYiT has slowly been shaping the way our favourite regional dishes are prepared and enjoyed. What started as a shared passion for Indian food between two co-founders soon became a mission to make authentic Indian cooking easier for everyone. The OG Curry Paste brought the real taste of India to our homes through regional recipes powered by clean, safe and quality ingredients.
Today, CURRYiT offers curry pastes, cooking pastes, soups, chutneys, and continues to innovate, helping people cook real Indian food with ease, confidence, and most importantly, pride.
CURRYiT has slowly been shaping the way our favourite regional dishes are prepared and enjoyed. What started as a shared passion for Indian food between two co-founders soon became a mission to make authentic Indian cooking easier for everyone. The OG Curry Paste brought the real taste of India to our homes through regional recipes powered by clean, safe and quality ingredients.
Today, CURRYiT offers curry pastes, cooking pastes, soups, chutneys, and continues to innovate, helping people cook real Indian food with ease, confidence, and most importantly, pride.
CURRYiT has slowly been shaping the way our favourite regional dishes are prepared and enjoyed. What started as a shared passion for Indian food between two co-founders soon became a mission to make authentic Indian cooking easier for everyone. The OG Curry Paste brought the real taste of India to our homes through regional recipes powered by clean, safe and quality ingredients.
Today, CURRYiT offers curry pastes, cooking pastes, soups, chutneys, and continues to innovate, helping people cook real Indian food with ease, confidence, and most importantly, pride.
Overview
As the brand gained popularity especially as a preservative-free, clean label food brand, they extended their presence to newer product verticals. Today they have a portfolio of products that enable cooks and enthusiasts alike, slowly making their place in the coveted Indian kitchens through authenticity and honesty.
In this journey, we designed and strategised their vision to ensure the range of products were well accepted and understood by customers.
Overview
As the brand gained popularity especially as a preservative-free, clean label food brand, they extended their presence to newer product verticals. Today they have a portfolio of products that enable cooks and enthusiasts alike, slowly making their place in the coveted Indian kitchens through authenticity and honesty.
In this journey, we designed and strategised their vision to ensure the range of products were well accepted and understood by customers.
Overview
As the brand gained popularity especially as a preservative-free, clean label food brand, they extended their presence to newer product verticals. Today they have a portfolio of products that enable cooks and enthusiasts alike, slowly making their place in the coveted Indian kitchens through authenticity and honesty.
In this journey, we designed and strategised their vision to ensure the range of products were well accepted and understood by customers.
Logomark & Visual Refinements
The logo was transitioned through a careful evolution rather than a complete redesign. We refined the logo to provide it more legibility. The ability for customers to observe, remember and recognise their favourite brand was integral to success.
Working within the constraints of an existing and recognised mark, we refined the logo to make it consumer product friendly. We maintained a unique visual framework with in-line and stacked options to ensure impactful application across key spaces like packaging, exhibits and marketing collateral alike.
Logomark & Visual Refinements
The logo was transitioned through a careful evolution rather than a complete redesign. We refined the logo to provide it more legibility. The ability for customers to observe, remember and recognise their favourite brand was integral to success.
Working within the constraints of an existing and recognised mark, we refined the logo to make it consumer product friendly. We maintained a unique visual framework with in-line and stacked options to ensure impactful application across key spaces like packaging, exhibits and marketing collateral alike.
Logomark & Visual Refinements
The logo was transitioned through a careful evolution rather than a complete redesign. We refined the logo to provide it more legibility. The ability for customers to observe, remember and recognise their favourite brand was integral to success.
Working within the constraints of an existing and recognised mark, we refined the logo to make it consumer product friendly. We maintained a unique visual framework with in-line and stacked options to ensure impactful application across key spaces like packaging, exhibits and marketing collateral alike.
Packaging & Applications
Bringing out the story of a brand through its packaging is imperative to long-term brand building.
Using principles of consumer psychology we built a strong research foundation, formulated a brand architecture that acknowledged colour theory, text hierarchy, visual perception to ensure CURRYiT is understood and loved across the world, by Indian customers and beyond.
Packaging & Applications
Bringing out the story of a brand through its packaging is imperative to long-term brand building.
Using principles of consumer psychology we built a strong research foundation, formulated a brand architecture that acknowledged colour theory, text hierarchy, visual perception to ensure CURRYiT is understood and loved across the world, by Indian customers and beyond.
Packaging & Applications
Bringing out the story of a brand through its packaging is imperative to long-term brand building.
Using principles of consumer psychology we built a strong research foundation, formulated a brand architecture that acknowledged colour theory, text hierarchy, visual perception to ensure CURRYiT is understood and loved across the world, by Indian customers and beyond.
Communication Strategy
In one of our more recent collaborations with the CURRYiT co-founders, we uncovered "Real" as the key moat and brand proposition. As a clean-label food brand, we continue to build on the key messaging through wide application across channels. The tagline “Real Taste, Real Easy” also found significant space on National television during the brand’s Shark Tank India feature.
The communication strategy was developed as a framework to support marketing efforts in a directed manner - we proposed “Real Taste of Andhra”, “Made with Real Ginger & Garlic”, “Keep It Real”, and further such associated messaging to maintain a unified communication style and voice.
Communication Strategy
In one of our more recent collaborations with the CURRYiT co-founders, we uncovered "Real" as the key moat and brand proposition. As a clean-label food brand, we continue to build on the key messaging through wide application across channels. The tagline “Real Taste, Real Easy” also found significant space on National television during the brand’s Shark Tank India feature.
The communication strategy was developed as a framework to support marketing efforts in a directed manner - we proposed “Real Taste of Andhra”, “Made with Real Ginger & Garlic”, “Keep It Real”, and further such associated messaging to maintain a unified communication style and voice.
Communication Strategy
In one of our more recent collaborations with the CURRYiT co-founders, we uncovered "Real" as the key moat and brand proposition. As a clean-label food brand, we continue to build on the key messaging through wide application across channels. The tagline “Real Taste, Real Easy” also found significant space on National television during the brand’s Shark Tank India feature.
The communication strategy was developed as a framework to support marketing efforts in a directed manner - we proposed “Real Taste of Andhra”, “Made with Real Ginger & Garlic”, “Keep It Real”, and further such associated messaging to maintain a unified communication style and voice.
Brand Architecture
CURRYiT’s brand identity was initially prepared as a pilot project around curry pastes sold in jars, across Delhi NCR. As the business grew, and the brand entered the competitive world of FMCG, a structural rework was required.
The experienced Founders recognised the need for upward mobility for the brand identity and specifically packaging design. The strategic brand architecture allowed for a mindful development of the brand over the years to align with the long-term vision of the Founders.
Brand Architecture
CURRYiT’s brand identity was initially prepared as a pilot project around curry pastes sold in jars, across Delhi NCR. As the business grew, and the brand entered the competitive world of FMCG, a structural rework was required.
The experienced Founders recognised the need for upward mobility for the brand identity and specifically packaging design. The strategic brand architecture allowed for a mindful development of the brand over the years to align with the long-term vision of the Founders.
Brand Architecture
CURRYiT’s brand identity was initially prepared as a pilot project around curry pastes sold in jars, across Delhi NCR. As the business grew, and the brand entered the competitive world of FMCG, a structural rework was required.
The experienced Founders recognised the need for upward mobility for the brand identity and specifically packaging design. The strategic brand architecture allowed for a mindful development of the brand over the years to align with the long-term vision of the Founders.
Website Design
As partners in brand strategy and design, we believe the entire ecosystem should speak the same language. We worked alongside the CURRYiT marketing team to design an eCommerce shopping website that built on the same design language of the physical brand.
Every unique element of CURRYiT’s visual design found the appropriate space on their website. The homage to regions, the love for secret ingredients, the realness of the recipes. The website was focussed to establish the right connection with the customer cohort.
Website Design
As partners in brand strategy and design, we believe the entire ecosystem should speak the same language. We worked alongside the CURRYiT marketing team to design an eCommerce shopping website that built on the same design language of the physical brand.
Every unique element of CURRYiT’s visual design found the appropriate space on their website. The homage to regions, the love for secret ingredients, the realness of the recipes. The website was focussed to establish the right connection with the customer cohort.
Website Design
As partners in brand strategy and design, we believe the entire ecosystem should speak the same language. We worked alongside the CURRYiT marketing team to design an eCommerce shopping website that built on the same design language of the physical brand.
Every unique element of CURRYiT’s visual design found the appropriate space on their website. The homage to regions, the love for secret ingredients, the realness of the recipes. The website was focussed to establish the right connection with the customer cohort.
As a health and hygiene brand there are a plethora of initiatives and campaigns that tend to derail the central messaging strategy. We strategised to ensure these could be seamlessly tied into the the larger narrative.
As a health and hygiene brand there are a plethora of initiatives and campaigns that tend to derail the central messaging strategy. We strategised to ensure these could be seamlessly tied into the the larger narrative.
As a health and hygiene brand there are a plethora of initiatives and campaigns that tend to derail the central messaging strategy. We strategised to ensure these could be seamlessly tied into the the larger narrative.
As Founders’ who come with marketing backgrounds, brand is everything to us. To be honest, it has been tough to find partners who match our obsession about it. But Kwazi is different.
Their execution has been among the best we’ve worked with, and they deliver not just impressive designs but are exceptionally good at building a very robust brand architecture. What I truly admire about Arshdeep and team is that they don’t settle for average, even if it’s a suggestion coming from the client, we have spent hours debating what’s best for the brand and customers - this kind of dedication is rare.
We at CURRYiT just love working with them.
Richa Sharma
Co-Founder, CURRYiT
As Founders’ who come with marketing backgrounds, brand is everything to us. To be honest, it has been tough to find partners who match our obsession about it. But Kwazi is different.
Their execution has been among the best we’ve worked with, and they deliver not just impressive designs but are exceptionally good at building a very robust brand architecture. What I truly admire about Arshdeep and team is that they don’t settle for average, even if it’s a suggestion coming from the client, we have spent hours debating what’s best for the brand and customers - this kind of dedication is rare.
We at CURRYiT just love working with them.
Richa Sharma
Co-Founder, CURRYiT
As Founders’ who come with marketing backgrounds, brand is everything to us. To be honest, it has been tough to find partners who match our obsession about it. But Kwazi is different.
Their execution has been among the best we’ve worked with, and they deliver not just impressive designs but are exceptionally good at building a very robust brand architecture. What I truly admire about Arshdeep and team is that they don’t settle for average, even if it’s a suggestion coming from the client, we have spent hours debating what’s best for the brand and customers - this kind of dedication is rare.
We at CURRYiT just love working with them.
Richa Sharma
Co-Founder, CURRYiT
Team
Shubhendu Mitra
Creative Lead
Swayam Dhupkar
Design Lead
Isaac James
Senior Designer
Ashutosh Singh
UI/UX Designer
Arshdeep Singh
Project & Strategy Lead
Special Thanks
Richa Sharma
Co Founder
Nischal Kandula
Co Founder
Team
Shubhendu Mitra
Creative Lead
Swayam Dhupkar
Design Lead
Isaac James
Senior Designer
Ashutosh Singh
UI/UX Designer
Arshdeep Singh
Project & Strategy Lead
Special Thanks
Richa Sharma
Co Founder
Nischal Kandula
Co Founder
Team
Shubhendu Mitra
Creative Lead
Swayam Dhupkar
Design Lead
Isaac James
Senior Designer
Ashutosh Singh
UI/UX Designer
Arshdeep Singh
Project & Strategy Lead
Swayam Dhupkar
Sr. Visual Designer
Special Thanks
Richa Sharma
Co Founder
Nischal Kandula
Co Founder