EVERY LAST SQUEEZE
Curiosity
Pataks developed a product innovation to give homecooks a cheffy cheat to confidently amp up & personalise their scratch cooked curries - expertly blended spice pastes bursting with authentic Indian flavours in a convenient squeezy tube, from a brand that they trust. We tried it and loved it. Now we just needed to differentiate it.
Agility
We knew we had a small space to educate consumers on a new-to-market product, encourage trial and demonstrate these are worth paying more for. And we needed to do this while staying within strict brand guidelines - the designs had to be recognisable as Pataks. We introduced a simple comms system - Squeeze, sizzle, create. Instantly getting across how to use it and encouraging experimentation. We added a gold foil as a stamp of quality to show consumers these products are special.
Precision
Designing on a pinhead, we were able to communicate a lot to consumers, introducing them to a new product format and inspiring them to interact with the brand in a new way.