Our design for the range was inspired by a ‘through the microscope’ concept, a peek into the unseen wonders of all those gut-loving good bacterium and the element of movement in the almost alchemical fermentation process – bubbling, morphing, changing and moving to turn a raw ingredient into wonderful good-for-your tangy on the tongue fermented sauce. We wanted to move away from leveraging the middle eastern heritage of the brand which would have detracted from the fermented concept, overshadowing it and labeling it as ‘world food’. Amba is well known in the Middle East and India (where it is more of a chutney). To position this range as something new and different, and in order to allow us to scale up, adding new flavour SKUs or even new ranges, we had to move away from Amba and create a completely new brand.