Design translates modern curry 'taste explosion'

New packaging for the Little Turban line of curry sauces takes a modern twist on traditional Indian patterns and lets the vibrant, flavorful product take center stage.

Pw 61425 Little Turban

Inspired by the story of the origins of Little Turban—a line of five Indian curry sauces with a modern twist—U.K. agency Slice Design has taken the brand packaging from lackluster appetite appeal to showcasing the lighthearted yet bold flavor combinations of the products.

Little Turban was born in 2011, when founder Harj Dhillon, seeking the delicious, from-scratch curry sauces of his youth, created a line of authentic, prepared sauces that could be enjoyed at home without the time and commitment required with homemade curry. Says Slice, “All of Little Turban’s recipes are based on traditional dishes and are given a twist with bold and innovative flavor additions.”

To create the positioning for the brand, Slice researched the competitive market and found it full of packaging using “the same tried-and-tested pastiche palette,” according to Alan Gilbody, Slice Creative Director. “In short, they all look the same and take themselves too seriously.”

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