Valcom
Thai Curry & Stir-fry Packaging
Creative
Photography
One of Australia’s first Thai cooking brands, Valcom has long held category leadership, delivering authentic Thai flavours backed by Oriental Merchant’s global expertise.
Valcom engaged The Refinery to help reinvigorate its packaging range in response to increasing competition, changing consumer expectations and declining brand recognition.
The challenge was to modernise the brand and strengthen shelf impact while retaining the strong pack recognition Valcom was already known for.
For the Curry Paste range, the brief was to refresh the packaging without losing familiarity.
The range presented a unique challenge: shoppers strongly recognised the colours and overall style of the packs, but not the Valcom brand itself. The brief was to refresh the packaging while retaining this hard-earned recognition.
Working closely with the client, we developed a flexible packaging system, supported by newly photographed dish imagery, that elevated brand presence while preserving key visual cues.
The updated packaging helped reposition Valcom in the market and the design framework was rolled out across SKUs and later extended to additional product lines.
The Stir-Fry and Fried Rice ranges marked Valcom’s entry into ready sauces for quick, authentic meals.
The packaging needed to clearly differentiate itself from the curry paste range while still unmistakably belonging to the Valcom brand.
The final designs highlighted convenience and speed while reinforcing authenticity through strong branding, premium ingredient cues and clear product communication.
The result was a cohesive, scalable packaging system that allowed Valcom to confidently expand into new formats and audiences while staying true to its heritage of authentic Thai flavour.
Photography and dish styling played a central role in bringing Valcom’s refreshed packaging to life.
Working closely with a Thai chef, we carefully styled and captured dishes that were authentically Thai yet visually appealing, supported by ingredient-led backgrounds that reinforced product quality and premium cues.
Each shot was designed to deliver strong shelf impact while making consumers excited to cook and enjoy Thai food at home.
