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.
Nonsense Taash
2021
Nonsense
(Ahmedabad, India)
Packaging Design, Illustration
For Those Who Appreciate the Finer Things
TAASH is a modern collector’s edition of playing cards by NONSENSE GAMES that blends design intelligence with premium aesthetics, created for people who appreciate the finer details in life.
We started with an observation. Most playing card decks feature mirrored designs, yet the logo on the back often appears upside down. A small flaw that interrupts the visual rhythm. We saw this as a design opportunity.
The solution was a rotational ambigram. A mark that reads the same no matter which way it is held. Visually balanced, clean, and instantly recognizable. It was a functional fix with a high-end feel.
From there, we dialed up the experience. Since TAASH is built for modern collectors, the visual identity also needed to reflect that. We chose gold foil on matte black for the logo, which feels like it belongs in a private lounge or premium bookshelf. Every detail in the packaging speaks to timeless indulgence with a sharp modern edge.
Brought to life by
DIB Creative Studio & Nonsense
Project Credits
Concept & Creative Direction
Pankti Sheth, Chirag Trivedi, Sahil Bhojani
Art Direction
Sahil Bhojani
Project Operation & Management
Mitlesh Solanki
Founder led Collaboration
Vraj Ghoda (Co-Founder)
Yash Shah (Co-Founder)
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