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.
Brought to life by
DIB Creative Studio
Project Credits
Concept & Creative Direction
Pankti Sheth, Disha Jani, Dhavanshi Shah, Nisarg Bhavsar
Art Direction
Dhavanshi Shah
Packaging System Design
Disha Jani
3D and CGI
Abhishek Kumar
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Cadbury gems
2025
Mondelez India Foods Limited
(India)
Packaging Design, Illustration, 3D
Classics don't need fixing. They need evolving.
Cadbury Gems has been part of countless childhoods, remembered for its colours, its crunch and the simple joy of pouring a handful into your palm. As culture evolves, so does the way people connect with brands. We wondered what Gems would look like if it spoke the visual language of today's generation.
Instead of treating the pack as a wrapper, we treated it as a character. Two expressive 3D chocolate figures became the face of the redesign, bringing gestures, personality and playfulness to every interaction. The familiar purple remained, while the rest of the identity embraced movement, emotion and digital culture.
This wasn't about reinventing an icon. It was about imagining how an icon could stay just as memorable for the next generation, without losing the joy that made people fall in love with it in the first place.