Craxitos

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.

2023

Africa Chips Senegal

(Senegal, West Africa)

Packaging Design, Illustration

Street Swag That's Packed to Snack

When ACS set out to launch Craxitos, a nacho snack range under its growing portfolio,
they wanted to introduce the product in a fresh, attention-grabbing way that would resonate with young consumers, while still feeling like part of the larger ACS family. With flavour-packed variants like Sweet Chilli, Nachos, Chipotle, and Jalapeño, Craxitos was made for those who crave flavour with a side of bold attitude. Our strategy was to create a brand world that feels bold and energetic, yet grounded in cultural familiarity.

For the design, we focused on what truly connects with today’s youth: self-expression, cultural relevance, and visual energy. We used strong contrasts in colour and texture to create shelf impact and instant recognition. Inspired by the raw vibrancy of Senegal’s street culture, the graphics carry a sense of movement, fun, and personality, making the pack not just look exciting but feel relatable too.

The final design system offers Craxitos its very distinct voice: playful, bold, and confidently youthful. This packaging system also lays the groundwork for future flavour expansions.