Mindi's Ready Meal and Sauces

by Jessica Sanchez on 07/12/2013 | 2 Minute Read

Editorial photograph

Dick&Dave London has created the brand identity, tone of voice and packaging for Mindi’s, a tasty new range of gluten free Indian ready meals and sauces.

"In a crowded and hugely competitive market, Mindi’s came to Dick&Dave wanting to launch a category challenging brand for their award winning family recipes, celebrating all the tradition of the East but spiced up with some attitude of the West.

Inspired by both Indian and Western world street art, along with the vibrant colour palettes from Indian spice markets, the ‘Iconic M’ has a hint of Hindi with a blast from the spray can, the hot pink adding a bit of Holi (the Indian festival of colour) to the mix. Shying away from the usual Indian clichés, the packs feature an old school cooking pot or spoon, filled with Mindi’s authentic family recipes from the Punjab."



"Mindi’s is gaining listings across UK retailers and is set to build a loyal following with those bored and disillusioned with their typical lunchtime cheese sandwich.

On the creation of the new brand identity and packaging, Arvey Aulak, Managing Director for Mindi’s commented “Dick&Dave completely understood our challenge and have created a vision that reflects our unique company and family values with a very distinctive tone of voice.”

“The revolution will be microwaved!”

Agency: Dick&Dave, London

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