The Road to Cinnamon Road

Cinnamon Road has been a year in the making. It was a year ago today that we appointed Relax Design to develop the artwork for the packaging of a product idea that had evolved over two months. That decision was a decision to put real faith, time, effort and money into the idea and to pursue it to fruition.

It quickly became clear that appointing Relax was the best possible start to the business. Showing patience beyond the call of duty, Paul Frost and Tim have delivered big time on all the design work that has been sent their way. But Paul has also been a listening ear and a mentor far beyond what he’d committed to when taking on the brief.

Paul’s first input was to question the brand name he’d been presented with. “Heaven’s Fury” had arguably been a minor stroke of genius but when asked to comment on what the brand name might say to people, it was undeniably too hardcore – most people don’t want a curry experience to be a challenge – least of all one that blows your head off.

That weekend social media played it’s part in arriving at the name Cinnamon Road. We threw a diverse range of potential names to all our friends in Australia and abroad. Cinnamon Road wasn’t tested as a name but the research was essential in getting us there.

Across so many aspects of the business, we’ve made mistakes once, twice or even three times. We’ve spent time and money on solutions that have done the job but have ultimately proved not to be the “best job”. In every instance, we’ve then changed direction so that Cinnamon Road has come to market without compromising the quality of the product in any way.

With 11 fantastic spice kits, we now have a great product, great packaging and a brand that’s primed for growth. That growth can be hugely assisted by responding to customers’ feedback – so we urge all our customers to please tell us there thoughts through ratings, comments and our short surveys. And above all we ask our customers to enjoy cooking and to love sharing!

Thanks to all our friends who gave input to finding Cinnamon Road and to those who have taste-tested the curries. But special thanks to Relax Design, Leslie who has taste-tested every curry, Nessa who endured some gruelling proof reading and Cate who has provided much appreciated input across all areas of the business throughout the journey. Finally, special thanks are also due to Bryn (Cinnamon Road’s first official fan) and to Linda for nailing the brand name and for her continuing support.