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.
lacy pipes and phulki
2024
SHREE GIRRAJ FOOD PRODUCTS
(Uttar Pradesh, India)
Packaging Design, Illustration
Drumroll, Please... It’s Snack-o’Clock!
We approached the packaging for Lacy’s Masala Phulki and Salted Pipes with one goal: to spark delight through storytelling. The idea was to make the packs stand out not just through flavour, but through a vibrant and engaging visual presence.
Each pack builds on a central visual idea: rhythm and play. For Masala Phulki, the illustrations capture the energy of a drumbeat, while Salted Pipes takes cues from the simplicity of a harmonica. Salted Pipes features soft tones and minimal illustrations, reflecting its mild, classic taste. Masala Phulki, on the other hand, bursts with bright colours and dynamic graphic elements, echoing its bold, spicy character. Musical elements are tucked into the layout alongside ingredients, turning the pack into a fun, imaginative scene.
This playful design strategy serves two purposes: it builds strong visual recall by transforming each pack into a memorable object, and it deepens the connection between the product and its young consumers. The design becomes a tool for expression, adding a layer of fun, curiosity, and engagement to something as simple as opening a snack.
We started by asking ourselves, what if you could hear the snack before you even opened the pack? Then we hand drew each element, from ingredients to musical touches, to make the pack feel fun and full of movement. The goal was to turn each pack into a mini story, something playful, eye-catching, and made to stand out on the 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
Creative Direction
Pankti Sheth
Packaging & Illustration System Design
Abhishek Kumar
Post Production
Chirag Trivedi
Project Operation & Management
Mitlesh Solanki
Client Collaboration
Puneeth Agrawal (Director)
Pawan Mittal (Marketing Head)
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