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.
frylo fryums
2023
Frylo Foods (Chhajed Foods Pvt. Ltd., now part of the La Gajjar Group)
(Gujarat, India)
Packaging Design, Illustration
Fryum and function in perfect balance.
For Frylo’s ready-to-fry snack range, we wanted the packs to do one thing really well: be easy to spot and even easier to love. Each fryum shape became the star, held up proudly by a cheerful illustrated character.
We built a clean, consistent packaging system around this idea. Each variant follows a set structure: bold background colors, clear flavor labels, a product window, and a little badge for the masala sachets.
With the product at the heart of the design, scaling the system became easy and intuitive. Each new shape brings along a new face, a fresh color, and a playful pose, keeping things lively without losing consistency. It’s a system designed to grow naturally, balancing structure with just the right amount of surprise.
Brought to life by
DIB Creative Studio & Frylo Foods
Project Credits
Concept & Creative Direction
Pankti Sheth, Disha Jani, Sania Jain, Rishita Jain
Art Direction
Dhavanshi Shah
Project Operation & Management
Mitlesh Solanki
Client Collaboration
Varun Gajjar (Director)
Amit Sharma (Marketing Manager)
Lead Illustrator
Dhavanshi Shah
Post Production
Sahil Bhojani
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