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.
Nutroma raisins
2022
Mutha Nutroma
(Mumbai, India)
Packaging Design
A story of raisins carried with care.
Raisins are a pantry essential across Indian households, whether in laddoos, pulao, or kheer, they’re the quiet hero of many beloved recipes. Nutroma wanted its raisin packaging to feel just as essential, not just nutritious, but also charming and memorable.
The goal was to refresh everyday raisins with an identity that felt wholesome, premium, and gently playful, one that would celebrate the natural sweetness and everyday charm of Nutroma’s raisins. We turned to nature’s hardest workers for inspiration, ants carrying sweets, a familiar and delightful metaphor that speaks of dedication, effort, and taste. These ant characters became central to the visual storytelling, shown carefully carrying Nutroma’s black and green raisins.
We leaned into a pastel-driven visual language, with soft sage green for green raisins and a muted wine tone for black, a gentle nod to the fruit’s hues. These tones not only enhanced shelf clarity but also evoked a sense of calm indulgence. The typography was carefully chosen to complement the narrative, playful yet premium, and it reflects the ants’ purposeful motion, as they gather the best of nature. Together, these visual choices build a system that’s wholesome, memorable, and rooted in storytelling.
Brought to life by
DIB Creative Studio & Mutha Nutroma
Project Credits
Concept & Creative Direction
Pankti Sheth, Sahil Bhojani, Chirag Trivedi
Art Direction
Sahil Bhojani
Project Operation & Management
Mitlesh Solanki
Client Collaboration
Rushabh Jain (Head of Marketing, Mutha Nutroma)
Post Production
Sahil Bhojani
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