In the midst of myths around the origins of Sriracha sauce, a genuine and flavourful product range is launched. Thai Dragon serves heat seeking fans and food adventurers innovative chilli sauces with higher chilli content and NO MSG; additionally, an extended product range of snacks and curry pastes.

Thai Dragon kept the authenticity ‘central’ to the product development, selecting the original ingredients and flavours for Thai sauces, snacks and pastes. The manufacturing base is in Thailand. The product range is assured to be infused with genuine elements and flavours – sourced, supplied and nurtured in the Thai sunshine and water. Ready for the UK market.


Enhancer category has seen a surge in UK markets (worth £647m) overall and so has the competition. Sriracha as a category of Thai sauces has established players ruling the roost. Though, with some quality issues. Where in lies the opportunity.


We aligned our communication around the interest of foodies raring for ‘variety’ ‘exotic’ and ‘reliable’. Inviting free trials on social platforms for sauces and crackers.

The name itself evoked the original, authentic credentials of the brand. The product’s look and feel is reassuringly familiar. This got us through the initial resistance. But what got us racing towards the top and influencers waving their fees for free collabs was product quality and marketing communication besides ‘higher chilli content’ ‘No MSG’ ‘authentic’ flavour.

The pictorial logomark was inspired by flying Dragon as the brand’s roots are in Thailand and simplified into an adaptable unit for the required impact with an emphasis on brand’s personality.

The website and social media campaign all focused on ‘youthful’ ‘multi-cultural’ global outlook and drove home a call of tribe- Ride the dragon! It’s a challenge for the uninitiated and a call of the tribe for the believer. Encouraging trial, engaging social food influencers, placing it on the mainstream shelves earned for the product necessary ‘trust’ and returning customers.


The brand is now a 3 category range with Thai Crackers, Sauces and Curry Pastes clocking £2M within 5 months of its launch. Getting listed in TESCO, WAITROSE and ALDI also available at scores of ethnic, mainstream, cash & carry stores.

Instagram platform is most busy ever since, with influencers ready for free collabs. The tagged section has twice as many posts as released by the brand. Though Facebook was the first to race to the 500 mark within its first week of launch campaign.


FB followers: 700 I Unique user reached – 100,782

INSTA followers: 380 I Tagged posts received: 118

Evolving Face of Laila

Laila was born as ethnic rice brand with ‘authentic’ sourcing credentials. Established in 1996 to initially bring high quality Basmati Rice to the rice-eating Asian community in the UK, the past decades has seen the Laila Rice brand grow in popularity and reach to become one of the country’s best-selling Basmati rice brands of UK. It is UK’s Top 3 brand three years in a row (Neilson data)

As loyal Laila customers were evolving from Gen X to Millennial (in the last 25 years), there was a shift in their outlook: cultural beliefs, customs, social status and disposable incomes. It was inevitable to have a new positioning of the brand to connect with millennial aspirations. At the same time, the brand was undergoing market expansion (entering into mainstream market) with an increased product line. It became critical to facelift the brand and communicate it to its target audience (new as well as old) with renewed brand energy – look & feel.

We realigned our creative strategy and carried out rebranding process through systematic brand audit and brand repositioning. We carved out research-based profile of our buyer persona. Transformed from “Love Rice, Love Laila to Love Laila, Naturally reflecting millennial aspiration and natural credentials”. It depicts ‘evolved me’- contemporary, modern yet rooted in the values of love, family bonds and socially responsible. It also enabled us the flexibility to bring the entire range under the single umbrella – pulses, grains, spices, nuts, all with natural credentials.
We also underwent website transformation with redefined brand personality, product information, SEO rich content and improved functionalities – Submit Your Recipe form, Contest page for interactivity.

The brand has shown 34% y-o-y growth in the dry rice category. The highest in the top 10 rice of UK market. The brand introduced 100% Green packaging for its 2 kg range. The biggest impact came with the placement of Laila rice range in the mainstream aisles in TESCO.

Website traffic: 1500 per month to 4500 per month
FB followers: 1890 to 2958
INSTA followers: 2605 to 3522

Evolving Face of Humza Halal


Humza is a range of 100% halal frozen, chilled and fresh foods brand in the UK. Aimed at Ethnic Asian population in the UK, it offers mainly samosas, kebabs, and spring rolls’ ready-to-eat and ready-to-cook range. The convenience caters to busy, modern families seeking traditional homemade taste.


Over the years, the traditional consumer has evolved by adapting more ‘mainstream’ outlook. Moreover, the mainstream’s adventurous palate started embracing the ‘exotic’ flavours. The task of website refresh was to reflect these new market realities. Besides being technologically ‘IN’.


We first examined Brand foundation- voice, personality, tone, positioning to cater to Modern Ethnic and Adventurous Mainstream. To have a deeper connect, new streamlined functionalities- full product range and information, secondly Recipes page paths with ‘submit your recipe feature were created to cater to ideal personas. It also looked for better ‘actions’ with inter linking and suggestions leading to engagements on page. Overall website was designed with mobile first UX/UI experience in mind.

The website captures the magic of instant Asian Recipes ‘Just the Way you Love it’. With the Trust of Halal is assuring theme for the devout. The colour and design palate was inspired from the traditions yet displays a contemporary feel.


26% rise in traffic. SEO optimization lead to higher ranking. Session duration increased from 43 secs to 1.13 secs.

The category of chilled, Frozen, Fresh was completely catalogued through product range and Item listings complete with Product nutritional, cooking and storing information. Each product item is interlinked to respective recipe. The path so defined lead to longer sessions and ‘clicks’ on page.

With our customer-focused approach, we introduced a design which can streamline customer’s journey from the landing page to call-to-action.