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.
BPositive
2021
BPositive Pte. Ltd.
(Singapore)
Packaging Design, Illustration
And healing can feel good.
When BPositive approached us, they weren’t launching just another plaster. They were launching a purpose. This was their first consumer facing wound care product, a band aid made with medical grade quality, meant not just for hospitals and clinics, but for everyday use. It had to be functional, yes. But it also had to reflect the brand’s core belief: to make a positive impact on you and the people around you.
Their ask was simple, but layered. They wanted: A packaging system that didn’t look like every other first-aid box on the shelf. Something that felt human not just “sterile and safe.” A way to spark connection, not just communicate function.
The client had already built a brand around optimism, impact, and social responsibility with a Buy1Help1 initiative that linked every purchase to a real world act of kindness. But their existing design system for medical consumables didn’t reflect that. They wanted to take their visual identity from clinical to conversational. That’s where we came in.
Corey Bryant
Founder & CEO, BPositive
BPositive was born during a time when the world was hurting physically, emotionally, collectively. But even in that darkness, I saw something powerful: people showing up for one another. That spirit of positivity became our foundation.
With our wound care products, we didn’t just want to heal we wanted to uplift. The new packaging brought that vision to life in ways I couldn’t have imagined. It’s not just a box of plasters. It’s a quiet companion for everyday heroes.
To the design team, thank you for translating our purpose into something so human, so hopeful, and so beautifully bold. This was more than design it was storytelling with heart.
Navigating a Category
Rooted in Function
The idea didn’t come from fantasy. It came from observation. From watching people patch up their lives one moment, one bruise, one breath at a time. These weren’t Marvel style heroes. They were you, me, your local pharmacist, the young mom, the delivery rider, the working professional.
Even small injuries can feel disproportionately heavy when you're already stretched thin. A bandaid isn’t just first aid it’s a moment of self-care.
So we asked:
What if a bandage
could feel like a high five?
A pat on the back?
A quiet “you got this?
And Everyday Hero was born.
To bring this idea alive visually, we Illustrated the band-aid as a superhero complete with a cape
Created character led compositions that felt inclusive and gender neutral
As an extension of our Everyday Hero narrative, BPositive’s surgical mask line repositions daily protection as a heroic act.
Through bold, comic inspired visuals and powerful copy like “MASK SAVES HEROES”, the campaign reframes masking as an act of care for yourself and for others.
This isn't just safety equipment. It's a symbol of responsibility, strength, and collective kindness. And thanks to the Buy One, Help One initiative, every mask protects more than just one face.
Brought to life by
DIB Creative Studio & bPositive Pte. Ltd.
Project Credits
Concept & Creative Direction
Pankti Sheth, Chirag Trivedi, Sahil Bhojani, Dhavanshi Shah
Creative Brand Direction
Pankti Sheth
Packaging System Design
Dhavanshi Shah
Founder led Collaboration
Corey Bryant (Founder)
Illustration
Dhavanshi Shah
Product Development (CGI & 3D)
Mukesh Sharma
Image Recreation
Sahil Bhojani
Motion Garphics
Chirag Trivedi
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