arrow scroll

A feast fit for kings!

Range Architecture & Design for India’s leading ready to eat export brand.

As Indians, we 'get' Indian food – but how do you communicate to an outsider for whom it starts and ends with Chicken Tikka Masala? Exotic, yet dated and highly inaccessible, Kitchens of India struggled to make a mark in the US. Icarus created a look that was iconic, royal and recognizably Indian, reinforcing the brand promise of recipes from royal kitchens. A vibrant colour palette traded in the dated look for a modern Indian one and eased navigation through a complex range. These, combined with a home-like, accessible food visualization lent the brand both a sense of romance and everyday accessibility that it previously lacked – allowing it to reach out to a much wider audience.


ITC Foods

What we Did

Range Architecture, Packaging Design, Food Photography & Styling

Branding and packaging design for ready to eat, authentic Indian food product from ITC foods, India
Authentic Indian cooking sauces branding, packaging and label design for ITC foods, India
Delicious Indian concentrate identity and packaging design for ITC foods, for authentic tasting cuisine.

More of our work