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.
Gorelax
2024
Arch International
(Gujarat, India)
Nomenclature, Brand Identity, Packaging Design
Made to Move, Built to Breathe.
GoRelax is an athleisure wear brand designed for those who move through life with intention.
Born from the belief that comfort shouldn’t come at the cost of style, GoRelax offers thoughtfully designed clothing that transitions seamlessly from slow mornings to high-energy workouts.
As athleisure reshapes the modern wardrobe, GoRelax brings a fresh perspective, where utility meets self-expression
Gorelax is an athleisure wear brand that aims to bring fun and functional clothing to every part of your day. They needed an identity that could stretch between stillness and strength, softness and masculinity, without ever feeling forced. We started with the feeling: ease, but not laziness.
Brand Identity
Colour Pallete
The color palette features a vibrant orange paired with grounded shades of grey and black, a combination that captures both GoRelax’s energy and edge.
Visual Language
The visual language focused on movement and minimalism, elegant type, soft tones, and a logo that feels like it’s breathing. The deliberate slant of the typography, coupled with a bold, punchy logomark, gives the logo a sense of momentum and comes together to create a high-energy identity that’s fun and easily recognizable.
Packaging Design
The outer packaging was designed to be functional and dynamic, using clean typography andbold color contrast to deliver a premium yet effortless unboxing experience.
The final result is a cohesive identity that feels refreshing, making GoRelax a brand that invites its audience to pause, breathe, made for the everyday rhythm of real people. The identity embraces the free-spiritedness of GoRelax and the ease of movement that is felt through their clothing.
Brought to life by
DIB Creative Studio & Arch International
Project Credits
Concept & Creative Direction
Pankti Sheth, Dhavanshi Shah, Shaiva Bhatt, Mithlesh Solanki
Art Direction
Dhavanshi Shah
Project Operation & Management
Mitlesh Solanki, Kareena Patel
Brand Visual System Design
Nisarg Bhavsar
Founder Led Collaboration
Dhruvin Shah, Kavish Sheth (Founders, Arch International)
Add a Title
Add paragraph text. Click “Edit Text” to update the font, size and more.
Add a Title
Add paragraph text. Click “Edit Text” to update the font, size and more.
Add a Title
Add paragraph text. Click “Edit Text” to update the font, size and more.
Add a Title
Add paragraph text. Click “Edit Text” to update the font, size and more.