Pataks: “Tiffin Time”

In an assignment relating to Brand Extension, I became interested in the Indian home cooking brand ‘Pataks’. The company currently produces a wide variety of ready-made sauces, seasonings, rice and sides, all of which are incredibly popular. However, the company’s failure to remarket its existing convenient, ready-made products as a portable, microwaveable lunch option seemed to be an unfulfilled potential within the business. In an attempt to maximise the leverage of the Pataks brand, I chose to pay tribute to the Indian heritage of the company and explore the possibility of incorporating design elements of the traditional Tiffin Tins used to transport lunch foods in India. I proposed that a three-tier stackable curry ready-meal should be used to expand the existing line of products currently offered by Pataks. The three pots: curry, rice and side, would be unified by a cardboard stackable net with a metal look finish. Traditionally Tiffin Tins are painted a distinct colour to note the owner. Inspired by this, I replicated the effect of bold paint strokes when bordering the products and denoting the flavours in Hindi.