The Value Engineers.

Pinch — Bringing the modern Indian restaurant home

The Brief
Create a new brand of Indian ready meals with personality – something that would stand out from the typical supermarket options by capturing the vibrant, cheeky spirit of modern Indian restaurants on British high streets.

The Strategy (Spine)
Working with The Value Engineers, we developed a concept that would bridge the gap between restaurant dining and at-home convenience. Rather than relying on traditional Indian food clichés, we looked to the contemporary Indian food scene for inspiration.

The Voice (Soul)
I created the name "Pinch" and developed a distinctive tone of voice that brought personality to the chiller aisle. The packaging copy used playful language and contemporary references that reflected modern British-Indian food culture rather than outdated stereotypes.

The Brand Connection (Heart)
The concept connected with people's genuine experiences of today's Indian restaurants – places with character, humour and creative food combinations. We wanted customers to feel they were getting a slice of that experience at home, not just another generic curry.

The Impact
Pinch successfully launched in Tesco with a range of 12 dishes, from Railway Lamb Curry to Magic Masala Spiced Chips with a Pink Velvet Dip. The brand stands out on shelves with its distinctive personality and contemporary approach to Indian cuisine.

My Role: Brand origination, concept development, naming, tone of voice, on pack copy, brand guidelines documentation.

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