Mumlicious

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.

2020

Mumlicious

(Gujarat, India)

Packaging Design, Illustration

Packing Mother’s Love In A Jar

Mumlicious is a ready-to-eat pickle brand that brings the timeless comfort of homemade mango pickles into modern kitchens. Rooted in Gujarati culinary tradition, Mumlicious offers sweet and tangy God Keri and mixed pickles, made with handpicked ingredients like raw mango, jaggery, and freshly ground spices. The brand celebrates the idea that nothing compares to the taste of something lovingly made at home, especially by mothers.

The visual identity draws from traditional Indian kitchen cues with a minimal, contemporary touch. A lovingly illustrated Mother icon is a quiet nod to generations of mothers who’ve passed down recipes like heirlooms. The color palette pairs rich orange with soft neutrals, reflecting both the punchy flavor of the pickle and the calm trust of something handmade.

Mumlicious shares a piece of home. Every detail, from the label texture to the typography, is designed to echo authenticity and warmth, and traditions.