BALAJI KHICHIYA PAPAD
2025
Strategy, Brand Identity,
Nomenclature, Positioning,
Packaging Design,
Typography & Illustrationy
A taste of home, now packed in a box by Balaji Wafers.
Balaji Wafers, a name that echoes in every Indian home, wasn’t looking to reinvent the wheel. They wanted to honour it. Balaji has always been about bringing familiar flavours to the forefront, across age groups and occasions.
Khichiya Papad, a crunchy companion to steaming khichdi, a sidekick in thalis, a standalone snack with a squeeze of lime, has always had a quiet place in our kitchens. But in this box, it gets a louder one.
Balaji Wafers wanted to take this humble side dish and give it a front-row seat. Something that could sit proudly on shelves, look as good as it tastes, and still carry the comfort of home.
The brief was simple, but layered: Create a design that resonates with the older generation, who grew up eating it hot off the pan. And with the younger one, discovering it between meals. It had to feel grown-up without being dull. Nostalgic, but not old-fashioned. Something that could sit proudly on a modern shelf and still feel like home.
Anand jolliz chakboom
2024
Tastea Anand Namkeen Pvt. Ltd.
(Gujarat, India)
Packaging Design, 3D Product Design
Turning chaos into something you want to jump into.
The name Chak Boom was coined to carry a sense of energy, something that feels like it is about to happen. We keep coming back to the whirlpool graphics of Looney Tunes, the exaggerated movement, the drama, the chaos of everything pulling in, in the same moment. There is something exciting about that kind of controlled chaos. It makes you want to see what is happening in the middle of it.
This becomes the starting point for Chak Boom. The corn sticks naturally lend themselves to this idea. Their shape allows us to build a continuous spiral around the centre, bringing the product, ingredients and flavour cues into the same movement. The composition is versatile enough to stretch and adapt across flavours, while still retaining the character of the idea.
A continuous spiral of crunch, flavour and drama, inviting you right into the middle of it.
Make the snack impossible to miss.
We built the packaging around a consistent central composition that could be adapted across the entire range.
The core elements remain constant, the Jolliz identity, Chak Boom typography, product positioning and circular composition, while colour, ingredients and flavour cues change from pack to pack.
This creates a system that is easy to recognise as a range, but equally easy to navigate as individual flavours.
Brought to life by
DIB Creative Studio & Tastea Anand Namkeen Pvt. Ltd.
Project Credits
Concept & Creative Direction
Pankti Sheth, Dhavanshi Shah, Sahil Bhojani
Art Direction
Pankti Sheth
Packaging System Design
Dhavanshi Shah
Project Operation & Management
Mitlesh Solanki
Client Collaboration
Mohsin Piyarji (Managing Director)
Post Production
Sahil Bhojani
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