Spice Guru
Spice Guru had worked intensively on creating a range of three authentic curry pastes, made with no artificial ingredients, colours or flavours. With three variants in the range, ‘real curries' using either meat, fish or vegetables could be cooked quickly and easily in the home.

The brief
Bryt recommended that it was imperative to convey the product USPs through a unique packaging presentation if it were to suceed in the extremely competitive ‘Indian’ home cooking sauces market, dominated by major brands,

Our solution
Research combined with existing category knowledge enabled Bryt to devise branding, packaging and a strategy to take these products to market.

Bryt created the product descriptors ‘Fabulous Fish’, ‘Magical Meat’ and ‘Vibrant Vegetable’ for the three variants, and highlighted the ‘no artificial anything’ nature of the product.

We created a new packaging format – a clear plastic tube containing 6 individual 2-serving tubs – a format ehich is both attractive and a sector first, and avoids the waste that occurs when pastes are sold in jars. We also created a modern, dynamic identity for Spice Guru, with an offbeat typeface utilising bright, fresh colours to ensure maximum shelf impact.

The results
Bryt also provided production and consultancy throughout, created the company’s website and led retailer presentations.

They are now on sale in Partridges, Fresh and Wild, Harrods and other selected independents. Discussions are underway with multi-retailer buyers with listings imminent.