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.
Chacha chaudhary puffs
2022
SHREE GIRRAJ FOOD PRODUCTS
(Uttar Pradesh, India)
Packaging Design, Illustration
A visual system built for flavourful storytelling
Chacha Chaudhary is a namkeen brand crafted to bring the rich taste of traditional Indian spices to life through an indulgent range of namkeens, chips, and sticks.
For their Masala Puff line, we imagined a world where each puff becomes a character, cooking up spice, lounging in buttery comfort, breaking into a dance move, painting with flair, or mapping out a flavour-packed mission. We brought the world to life with action-led visuals and expressive storytelling. Each puff chases its flavour through a bold, colour-coded landscape, packed with movement and joy.
By turning flavour into character, we made the puffs the true protagonists, complete with animated faces, quirky props, and all the charm they need to steal the spotlight on shelf.
Brought to life by
DIB Creative Studio & Shree Girraj Food Products
Project Credits
Concept & Creative Direction
Pankti Sheth, Chirag Trivedi, Nikunj Amrutia, Dhavanshi Shah
Art Direction
Dhavanshi Shah
Packaging System Design
Disha Jani & Vanshita Jain
Project Operation & Management
Mitlesh Solanki
Client Collaboration
Sachin Agrawal (Director)
Pawan Mittal (Marketing Head)
Lead Illustrator
Dhavanshi Shah
Illustrator
Vanshita Jain
Post Production
Sahil Bhojani
Motion Garphics
Priyal Vora
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