All good products have something foundational in common: they solve a problem. For Chitra Agrawal, blogger at the ABCDs of Cooking and co-founder of Brooklyn Delhi, the problem was finding good achaar like she was used to bringing home from India.
She started experimenting with making her own, blending traditional Indian ingredients and cooking techniques with American recipes and local produce. It wasn’t long before her husband Ben Garthus, who specializes is food and beverage package design, suggested that they package her achaar and take it outside of the home.
Initially just through pop up dinners, demos and tastings, and now through partnerships with companies like Whole Foods and Blue Apron, Chitra and Ben have built excitement with their brand Brooklyn Delhi. Whether in the recipes, the packaging design, or logo, they have built their brand around this fusion of New York and Indian culture.
Brooklyn Delhi is a prime example of having an integrated brand strategy and a clearly defined goal. In this episode Katie digs deep with Chitra and Ben about how they took their brand from their kitchen to in-store and online shopping carts around the country!
In This Episode:
- The story behind how and why Ben and Chitra started Brooklyn Delhi
- How Ben and Chitra educated consumers about their new product
- How choosing a product name can affect your target audience
- How Brooklyn Delhi got their product placed in Blue Apron meals
- Why Brooklyn Delhi takes a fusion style approach to their products rather than a more traditional Indian approach
- How Ben captured the cultures of both India and New York in their packaging design
- Tips for great packaging design
- Why a creative brief is an important part of creating package design
Quotes:
“Our label was really informed by the feedback we were getting from people at the markets and at the demos.” — Chitra Agrawal
“I love to play around with flavors and use Indian ingredients and techniques as a launch pad.” — Chitra Agrawal
“It’s important to see what visual cues you need to connect with the category you’re in but also what you need to do to differentiate your products from other brands.” — Ben Garthus
“There are so many different places to get inspiration from. Not only in the grocery store, but it can also come from things like art, buildings or the cover of a book. It’s important to get out of your comfort zone.” — Ben Garthus
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