The Spice Tailor, the new premium range from TV chef and cookery writer Anjum Anand, has announced strategic brand specialist, Pearlfisher, as the company behind its brand identity.

The Spice Tailor is a collection of seven authentic Indian sauces, specially developed by Anjum to deliver restaurant quality dishes that enable consumers to fill a gap in the market for those who enjoy fine Indian food, but lack the time to cook from scratch. The sauces are quick, easy and deliciously authentic.

Pearlfisher was given the brief to create a brand identity that reflected Anjum’s passion for modern and healthy Indian cuisine and capture the diversity and vibrancy of contemporary India. The result has been a new concept in packaging that affords a new approach to the home cook sauce market with a tiered packaging system to preserve sauces and spices in optimum condition yet deliver impressive shelf stand-out.

Adarsh Sethia, managing director of The Spice Tailor, comments, “The Spice Tailor sauces are unique and so we wanted a design that would reflect the quality and authenticity and encapsulate modern India, whilst preserving the contents in optimum condition. We feel Pearlfisher has created a fresh and stylish design that will stand out on the shelf and draw consumers’ attention. It was also important to us that the packaging design reflected Anjum’s warm and engaging personality. The packaging strikes the right balance whilst offering background behind the sauces and advice on how to tailor meals to individuals’ tastes in an easy to follow format.”

Pearlfisher creative director, Natalie Chung, says, “The bold identity is based on an Indian motif expressed in a modern way: it gives the brand authentic authority and contemporary relevance. The brand’s light, simple language educates the consumer, while the vibrant colours and elegant patterns inspire us to try something new. It is a new style of packaging for the sector. Three transparent ingredient pouches, riveted together and held with an eye-catching sleeve, keeps the product looking fresh and delicious and reflects the three easy steps to cook an authentic Indian meal in just 10 minutes.”

The Spice Tailor range will be available to buy in Waitrose stores in the UK from July 25.