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Kumar’s is a qualitative Asian brand with traditional curries, bumbu's, wok sauces and spice mixes from all Asian corners. The products have no artificial fragrances, colors nor flavors and are prepared with only spices, like they are made in Asian streets and markets. Our challenge was to highlight this and to make the brand stand out on the shelves among other “similar” but low-fi brands.

Sister Insight

Suresh Kumar is the founding father of Kumar’s and inherited authentic recipes from his grandmother when living in Malaysia. We introduced the 'Journey through Asia with Kumar’s’ to unveil his family heritage.


We created a visual identity and a campaign for the brand introduction. A crisp style underlines Kumar’s high  quality and brings it’s traditions towards today. To reinforce the travel aspect, Kumar’s partnered with a tour operator and gave away trips through Asia.


Brandguide | Adds | Recepy booklet | POS material






Recipe Book

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