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
2024
Tastea Anand Namkeen Pvt. Ltd.
(Gujarat, India)
Packaging Design, 3D Product Design
Packing with a punch of flavours.
For Anand Jollyz Chips, the goal was to create a packaging system that was punchy, expressive, and flavour-led. With three distinct variants, Chilli Tadka, Chilli Harissa, and Rock Salt, the design needed to reflect the unique character of each flavour while building a cohesive visual identity for the brand.
We leaned into a flavour-first approach: large product visuals paired with ingredients and bold colour coding made each pack instantly identifiable.
Each element, from the tight ingredient compositions to the confident color blocking, was designed for instant impact in retail settings. The system balances consistency and distinction, giving Anand Jollyz’s chips a bold, recognizable presence across all variants
Each flavour brings its own vibe, Chilli Tadka’s all about that fiery kick, Harissa adds a spicy twist with a global touch, and Rock Salt keeps things simple but sharp. The bold colours match the mood, giving each pack its own playful, standout energy.
Brought to life by
DIB Creative Studio & Tastea Anand Namkeen Pvt. Ltd.
Project Credits
Concept & Creative Direction
Pankti Sheth, Shaiva Bhatt, Kushan Thakkar, Chirag Trivedi
Art Direction
Pankti Sheth
Packaging System Design
Shaiva Bhatt
3D Product Designer
Shovona Karmakar
Project Operation & Management
Mitlesh Solanki
Client Collaboration
Mohsin Piyarji (Director)
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