PYUMO packaging design and brand refresh

Agency: Arc SA
Client: <The name and brand has been changed. This project was for presentational purposes only>
Account manager: Leana Hubbard
Creative Director: Jonathan Biggs
Senior Arc Director and Designer: Sam van Straaten
Project Brief
Pyumo, a Durban-based curry brand specialising in curry powders, atchars, and cook-in sauces, engaged us to revitalise their branding and design new packaging for their product line. The objective was to create a bold, distinctive identity that emphasises the brand’s rich heritage and premium quality while standing out in a competitive market dominated by popular household names like <redacted>.
Design Solution
To achieve this, I developed a refreshed brand identity and packaging that highlighted Pyumo’s authentic flavours and cultural roots:
- Logo and Typography: Enhanced the logo to exude a modern yet traditional appeal, pairing it with versatile typography that works across packaging and promotional materials.
- Colour Palette: Crafted a warm, spice-inspired colour scheme to evoke the rich, aromatic essence of Pyumo’s products.
- Packaging Design: Designed vibrant and informative packaging, featuring bold patterns, ingredient imagery, and clear product information to attract and educate consumers.
- Cultural Elements: Incorporated subtle references to Durban’s cultural heritage, connecting the brand’s identity to its roots.
- Brand Collateral: Developed marketing assets, including recipe cards, social media templates, and in-store displays, ensuring a consistent and impactful presence across all channels.
Outcome
The refreshed branding and packaging resonated strongly with Pyumo’s target audience, increasing brand recognition and shelf visibility. The designs celebrated Pyumo’s heritage while positioning it as a contemporary, high-quality choice in the curry market. This project demonstrates my ability to create compelling, culturally resonant designs that elevate brands in competitive industries.













