Param Paneer: From Traditional to Trailblazing
The Problem
Paneer is one of the most versatile, protein-rich cheeses you can buy, but most consumers see it as a single-use ingredient that belongs in a curry and nowhere else.
The growth opportunity is enormous. The UK cheese market is worth £3.5 billion, and the global paneer market is projected to nearly double to $18.1 billion by 2032. But Param, owned by Futura Foods, was stuck in the same visual language as every other paneer brand on the shelf: ornamental typography, muted colours, a curry bowl dominating the pack. In a category crying out for disruption, nobody was disrupting.
Meanwhile, halloumi had already made the leap from niche Mediterranean cheese to mainstream fixture in salads, burgers, barbecues and breakfast. The question was simple: why couldn't paneer do the same?
Futura Foods came to us with a clear ambition: make Param the brand of choice for paneer by moving it from a niche ingredient into a mainstream protein source, targeting Gen Z food enthusiasts and millennial experimenters who love to cook but wouldn't instinctively reach for paneer. The challenge wasn't a visual refresh. It was a fundamental repositioning of what paneer means to a new generation.
The Idea
Strategy first
Through workshops and proposition development with the Futura Foods team, we identified two overlapping strategic territories. 'Unlock What's Possible' built the rational case: paneer is high in protein, vegetarian-friendly, cheaper than feta or halloumi, and acts as a flavour carrier. The possibilities are endless. 'Feel Good Fusion' captured the emotional outcome: people cook to feel good, they love experimenting, and there are no rules, just possibility.
The agreed proposition blended both: 'For those who love to experiment, Param helps you unlock the endless possibilities of paneer. We believe that creating tasty dishes your way is the ultimate feel good fusion'.
Voice before visuals
We developed a tone of voice built on four pillars: Unexpected, Imaginative, Uplifting and Inclusive, designed to move Param away from the predictable language of the category toward something with genuine personality. The voice doesn't lecture or position paneer as exotic. It talks to you like a friend in the kitchen. Lines like 'A Sucker for Flavour' signal a brand that doesn't take itself too seriously, and neither should you.
A universe of possibility
The creative ambition was to deliver something distinct and characterful, a visual identity that captured the energy of contemporary foodie culture and felt like a genuinely exciting alternative choice on the shelf. If halloumi could go mainstream through smart positioning and appealing design, we wanted to beat it at its own game.
The logo sits inside a distinctive pillow-shaped cartouche, the one deliberate nod to Param's Indian heritage, referencing pointed arch forms found in traditional design. That subtle connection honours where the brand comes from without defining where it's going. The 'PANEER' wordmark is bold, contemporary and full of character, with a tipped 'N' that nods to the cubed cheese itself. Typography throughout is simple and powerful, with playful flourishes that give the brand personality without sacrificing impact.
The 'universe of possibility' is a flowing, organic wave pattern in vibrant orange and pink that suggests energy and movement without any literal cultural reference, designed to flex into new colourways as the range expands. Sticker-style brand assets bring a social-native, tactile quality, communicating product credentials and brand personality simultaneously. The photography is a deliberate strategic choice. Curry imagery replaced by paneer skewers, grilled and loaded with vegetables, signalling that this is a centre-of-plate protein for contemporary cooking, not a supporting ingredient in someone else's dish.
The packaging brings it all together on shelf. 'The Protein-Packed Cooking Cheese' leads with the health credential. 'Cube. Bake. Grill. Fry.' suggests use cases at a glance. The logo architecture accommodates new product lines, and the colour-coded pattern system means the brand can expand into new SKUs without losing coherence.
The Outcome
The new Param Paneer is now live and on shelves at Co-op, Ocado and Booths, marking the brand's entry into mainstream UK retail.
What was a heritage brand blending into traditional competitors now stands as a distinctive product in the category, positioned as a modern dairy brand with the architecture to lead the category's evolution in UK retail.
The work has led to new commissions from Futura Foods beyond the original scope.
Working with the team on the Param rebrand has been a genuinely exciting process. They quickly understood both the commercial opportunity and the challenge of modernising paneer for a new audience without losing its authenticity. From strategy through to final packaging, every element was thoughtfully considered and creatively executed. The new brand identity has completely transformed Param's shelf presence, helping us stand apart in a traditionally uniform category while opening up broader consumer appeal. The response internally and from retail partners has been extremely positive. We're delighted with the outcome and look forward to continuing the partnership.
- Rhian Newman