Stone Age tribe found in Singapore.

While working on some export promotional packaging for spice paste maker Asian Home Gourmet at the turn of the millennium, I was invited to pitch for a print advertising campaign.

 These products take the chore out of cooking traditional local specialties like curries, stews, roasts and stir-fries which involve gathering many ingredients that are then pounded or ground in stone pestle and mortar implements. The arrival of electric food processors do help, but AHG’s spice pastes take it one step further by providing all the key ingredients in a ready-to-use sachet.

 The old way is so yesterday and literally so Stone Age using those granite grinding devices. Hence the theme adopted here to bring out the wow factor of convenience in a bag.

The first concept (above) was to be rendered in comics style, telling of a family rescued from stone age drudgery. I toyed with another headline "Stone Age tribe found in Singapore" but decided prudence was the better part of valour, so ditching sensationalism for something safer.

The second concept (below) contrasted the stone age with the new age by featuring a pestle and mortar popular with the Indian community for grinding herbs and spices by rolling and sliding action, a familiar sight at market stalls selling curry making ingredients laboriously hand ground on the spot by the vendors.






However for budget reasons the campaign was canned, or so I was told, and these concepts never saw the light of day till now.


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