East Meets West Flava’

SITUATION
Mindi’s set out to add some extra Indian spice to the ready meal and snacking categories. Inspired by traditional family recipes, the brand was creating some great tasting products but lacked an identity to reflect its ambition, playing to pastiche Indian codes with no unique attitude or personality.

SOLUTION
“East meets West”. Our modern twist on traditional Indian heritage combined with street culture. An M identity combines Hindi and Western typography, set against a graffiti and Holi festival inspired hot pink splash… all brought to life with an added swagger of delicious tongue-in-cheek wit!