Founded by Sue Ann and Jackson, Grumpy Ginger is a Malaysian curry sauce brand that has a bold and authentic flavor. In the journey of searching for a piece of home, Sue Ann found the flavor that brings her back. The curry has three main types of ingredients, fresh herbs, which add brightness and freshness, dried chilies, which bring flavor, color, and heat, and aromatic spices which provide the depth and complexity that sets curry apart from others.
With the story from the founder and all the ingredients at the back of our minds, we rebranded Grumpy Ginger in a way that expresses the bold flavor with a new look that pops and catches your eyes while sitting on grocery store shelves. We created illustrations along with instructions that contribute a sense of freshness, craftiness, authenticity, and fun behind making the curry. We highlight the product name so it is clear at first glance: “Malaysian curry” When you get a closer look, you find more stories to tell: the grumpy little boy logo and the bubble that speaks “spicy!” to you.
