Creating a contemporary brand identity for MTR, an authentic Indian food brand with ambition to export. MTR was created by a celebrated Indian restaurant selling its own successful range of dried foods, curry sauces and chutneys. Scandinavian company Orkla Foods bought this hugely popular local brand and asked us to modernise and harmonise its vast range of over 200 SKUs.
The first bite is with the eye so we used high quality, richly colourful, contemporary food photography on a clean, white canvas for universal visual impact and appetising appeal. The reliably familiar red and white brand marque works with the sharper, new brand identity elements to unite the entire range, whilst the porcelain-white background guarantees clear product differentiation in any language or culture. This much-loved local Indian brand has bravely ventured abroad without losing any of its authenticity.
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