PurAsia is an innovative product for friends of Asian cuisine, bringing the Asian style and food culture to life for a European audience. The product always contains a trio of spices, herbs, and pastes that help prepare authentic Asian meals at home.

The task was to transmit the main competencies of PurAsia, like making outstanding Asian meals simple to prepare, providing a great sensory experience and delivering purity of ingredient and perceived authenticity of recipes.

PurAsia enables one to experience the fulfilment of preparing and enjoying the flavours of exceptional Asian meals at home, whenever one feels like it.

The design solution focuses on a split window that provides an authentic view at the ingredients, harmoniously integrated into a puristic graphic design, in order to build the stage for the real product as the hero. We decided against the use of typical ornamental graphic elements. Instead, the background patterns provide some discreet hints at the culinary ethnicities of China, India, and Thailand.

For the typeface, we purposely chose Dax as it is an elegant, non-ornamental font that allows an interpretation of Asian cooking from a European point of view.

The introduction in the UK test market was a success.