Just Add by Chandan Masale
Premium convenience from a household spice name.
- Client
- Just Add by Chandan Masale
- Sector
- FMCG
- Year
- 2024
- Services
- Brand strategyPackaging systemRetailLaunch
The challenge
The ready-mix category sold convenience alone, so every shelf looked the same: functional packs and price-led messages. How do you make a mass-market product feel aspirational and giftable, and still affordable for the wider market?
What we did
We built the strategy on one difference: premium convenience. Starting from real food rather than spice-pack clichés, we designed a pack system with a hero zone, a narrative zone and a functional zone, a warm golden primary palette and one colour pair per flavour, so the family scales to every new variant. The system then left the pack: gift boxes, counter stands, standees, catalogues and the street launch. The client reports the range drew demand before the official launch.
