Challenge

Kumar’s is a high-end Asian sub-brand of Verstegen Spices & Sauces. They sell traditional curries, bumbu seasoning, wok sauces and spice mixes from every corner across Asia. Their food products have no artificial flavours, fragrances, or colours. Instead, they’re prepared using just spices – just as they would be at authentic Asian street markets. Our challenge was to help them stand out on packed shelves with many seemingly identical seasoning brands, despite Kumar’s having a much stronger emphasis on quality. 

Sister Insight

Suresh Kumar, the founder of Kumar’s, inherited authentic recipes from his grandmother while living in Malaysia. By sharing his grandmother’s recipes, Kumar’s could enrich their brand story by exploring the founder’s family heritage and culinary roots. This gave rise to the concept, ‘Journey through Asia with Kumar’s’.

idea

We created a visual identity and campaign for the brand launch. We paired clean, crisp graphic design with imagery that draws upon Kumar’s Asian heritage to underscore his commitment to pure ingredients. This modern design also adds a contemporary edge to the brand’s traditional origins. Taking inspiration from Kumar’s own life and travels, we partnered with a tour operator to give consumers the chance to win a trip to Asia.

Deliverables

Brand manual | Ads | Recipe book | POS material

Ads

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