Design Case Study | Simil – Sollasa

Brothers-in-law, Vishal Patel and Sajag Patel, were born in the UK and raised on Indian cooking. They know how much passion and flavour goes into Indian food. They love the cuisine: it’s vibrant, flavoursome and varied. But they feel the choice of drinks to accompany it isn’t. It’s dominated by mass-produced lagers and white wine shoehorned into a ‘pairing’. They believe Indian cuisine deserves a delicious drink that authentically matches it. So they decided to create their own…

Tell us a bit about the brand – its heritage, its story.

Brothers-in-law, Vishal Patel and Sajag Patel, were born in the UK and raised on Indian cooking. They know how much passion and flavour goes into Indian food. They love the cuisine: it’s vibrant, flavoursome and varied. But they feel the choice of drinks to accompany it isn’t. It’s dominated by mass-produced lagers and white wine shoehorned into a ‘pairing’. They believe Indian cuisine deserves a delicious drink that authentically matches it. So they decided to create their own…

They partnered with leading chefs, mixologists and food scientists to develop the recipe for a drink that perfectly complements Indian cuisine.

● First of all, they worked with food scientists to better understand the complex structure of Indian food: from taste and texture to flavour and feel. They immersed themselves in a foodie trail from Punjab to Kerala.
● Next, they got together with the UK’s leading chefs in Indian cuisine. They told Vishal and Sajag exactly what the optimal balance of sweet, sour and bitter is for a drink to pair perfectly with Indian food.
● Finally, they spoke with eminent restaurant groups and mixologists. With their expertise, Vishal and Sajag developed a recipe that ticked all the boxes for consumer appeal.

Their greatest source of inspiration, and the root of the name, is ‘Manasollasa’. It’s an encyclopaedic 12th century Sanskrit text, which is considered the first Indian recipe book. The text expounds the importance of taste and flavour in food and drink; and the power of their ingredients, preparation and styling to bring joy.

This principle is at their core. They believe a well crafted drink cannot only taste delicious on its own, but also enhance the food it accompanies, elevating the cuisine experience and unlocking a new level of joy. That is their goal for Sollasa.

What is innovative or unique about this pack?

Illustrations play an important role in the design, representing the botanical origin of the liquid, inspired by the concept of “tree of life”, which represents the uniqueness of nature and the individual beauty of every element.

The unique visual language is inspired by traditional block-printed Indian motifs to build an ownable world of inspiring modern botanics that create an intriguing look while reflecting the flavour experience in advance.

The logo typography takes the character from the illustration style, and the icon evolves from the letter “S” of the brand name and plays with the food and drink concept, changing the ends of the letter for a cocktail cup and serving dishes to create a link to the pairing aperitif idea.

Materials and finishes were carefully chosen to create a layered design that seeks the contrast between a natural textured paper and an iconic use of foil, that gives the design an exuberant Indian character while expressing the deep and fresh flavour profile.

What challenges did you have to overcome to create this pack?

The Sollasa team asked Simil to position the product as a premium, modern aperitif that elevates the experience of eating Indian food, whether that be at home with the family or in a restaurant with friends.

Expressing authenticity was a key part of the brief. The Sollasa team wanted a label design that represents the vibrant and flavourful Indian culture, but in a contemporary way so as to appeal to the modern and adventurous drinkers the product is aimed at.

What reactions have you had from your consumers?

We have received good reactions from the public, consumers frequently comment on how fantastic the branding is.

AGENCY: Simil
LAUNCH DATE: Summer 2021
PLACE: United Kingdom
Brand Owners: Vishal Patel and Sajag Patel

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