Real Paste - Logo & Brand Story

Honest and healthy, Real Paste's plan was to bring fresh flavourful curry back into homes across Australia.

Working with the founder I came up with the brand story, identity and marketing plan as well as created audience personas and the website frameworks.

About Paste:

Paste is a completely fresh, healthy and authentic take on traditional curry pastes. 

Made with real, local ingredients, you’ll never have to taste (or smell) another jar of preservative full, curry paste again. 

Following our 4 easy steps on video, you'll be making the best tasting homemade curry you’ve ever had in no time.

The History:

Created out of a kitchen in Neutral Bay, the foodie founder Tom didn’t want to settle for just another bland jar of paste when he was craving a curry. Full of preservatives and who knows what else (really though, what is Flavour 60213002?), he bought the ingredients to make his own curry paste from scratch. 

Spending the next few years perfecting his recipes to show off to friends and family, he realised he didn’t have to compromise on health or taste for that perfect weeknight curry feed. 

With a little encouragement from friends, he realised he was onto something special with his recipes. Going from sales into food production was no easy feat, but with a killer product like paste it’s no surprise it worked out. 

Now stocking three tasty curries including a Thai Green, Massaman and Red, Paste is changing Australia's perceptions on what a homemade curry can taste like, one home at a time. 

While the production and planning for the paste has come to a halt due to COVID-19, we're proud of what we've achieved so far. Stay tuned for more.

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