Harj came to us with his range of five Indian curry sauces which tasted amazing but were being let down by pack design which didn’t communicate the incredible flavours inside. Our challenge was to create a unique positioning and packaging design for Little Turban which portrayed Harj’s passion for authentic cooking and exciting flavours.


We looked at the competitive set and noticed that In the UK supermarkets, all Indian cooking sauces borrow from the same tried and tested pastiche palette and take themselves far too seriously. Little Turban sauces are very different – there is a certain lightheartedness to some of the flavour combinations, so we wanted to capture this in the brand positioning and packaging design.


Inspired by Harj’s passion for authentic and exciting Indian flavours we created a brand and packaging design that brought to life the excitement of Indian cooking and the innovation of Little Turban’s recipes. We re-positioned the brand as “Tradition with a Twist” and took inspiration from Henna tattoos to create impact and help visualise the explosion of taste across the portfolio. 


“After my initial meeting with Alan and his team I was convinced that they would do a great job for me. They were passionate about designing and creating a brand presence and showed me some brilliant examples of work they had done previously. Their enthusiasm, knowledge and experience convinced me to work with Slice. They really explored and probed about every aspect of Little Turban from its origins to where it wanted to go and helped me appreciate that it was not just about creating colourful packaging with eye catching colours and graphics; they really embraced the Little Turban story and practically translated it onto the new packaging. The work they have done is brilliant and they really went the extra mile which I am grateful for. I just wish I had found them earlier!”

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