The challenge

The main challenge was to communicate the rich diversity and fusion of different cultures that has shaped British curry over the past 50 years to an Argentine audience. This had to be done simply but avoiding obvious clichés.  

The Solution

The fusion concept was communicated by creating a wallpaper texture featuring traditional items from India, Bangladesh and the UK. The tone of voice chosen was light hearted and used informal British phrases to bring a fun personality to the brand.