This leading U.S. Indian food brand needed silver creative to revitalize their brand look and messaging to be more in line with their target audience. To appeal to this eclectic and adventurous crowd I created a slogan “Spice it up” to challenge the consumer to experience this unique cuisine. Continuing in this new edgy direction I Illustrated fun irreverent characters for each of the simmer sauce flavors. The entree packaging was revamped with vibrant product photography and ethnic inspired textures. The new package design lead to gains in shelf presence, an increase in sales in stores nationwide and a major account with a national warehouse store.