Upmarket London Indian restaurant The Bombay Brasserie and food supplier Noon Products are to launch 14 premium takeaway meals, with pack designs by Parker Williams, through an exclusive deal with Sainsbury’s.
The move builds on a successful pilot project last year and also represents a bid for greater consumer recognition by Noon Products, one of the largest suppliers of Indian ready-meals in the UK.
Noon Products’ identity is carried on the front of pack, although the black-and-gold oval device of The Bombay Brasserie, a south Kensington-based restaurant popular with Hollywood celebrities, remains the primary branding.
Parker Williams is now understood to be working on a confectionery project for Noon Products, a separate initiative from The Bombay Brasserie venture. The group has worked with the client in the past and is also on Sainsbury’s roster. As a result, it won the premium curry project without a pitch.
‘Moody and emotive’ imagery by photographer Gus Filgate is intended to capture the authenticity and premium nature of the food, while Indian cues convey the ‘credibility’ of the offer. A deep red background colour reflects the intensity of the flavours.
‘The mixture of mouth-watering photography and sophisticated design will certainly allow this product to lead the way in [its] market,’ claims Parker Williams creative director Tamara Williams.
The ready-made meals are due to go on shelf on 23 April.