Khatack

modern FMCG snack packaging featuring illustrated mascots in a quirky, youth-oriented visual style.

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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.

2019

Aacharan Enterprise Pvt. Ltd.

(Rajasthan, India)

Nomenclature, Packaging Design, Illustration

Loud on Flavour, Loud on Impact.

Khatack is a vibrant, high-energy snack brand known for its bold cornstick flavors and irresistible crunch, designed to deliver an irresistible crunch and punch with every bite.

When the brand approached us, they were looking for a packaging solution that reflects the brand's playful yet dynamic persona. So, we brought that energy into the design. Our design leaned into vibrant colors, bold typography, and flavor-specific graphics that made each pack pop on shelves.

The result is a bold, unmissable packaging design that reflects the lively essence of Khatack while highlighting the uniqueness of each flavor. It brings flavor-forward branding to life while creating a clear visual identity for each variant. This design not only enhances shelf presence but also reinforces Khatack as a go-to snack for flavor lovers looking for a quick, crunchy, and fun bite.