Reesal Gum
2019
Africa Chips Senegal
(Senegal, West Africa)
Packaging Design
A Fresh Pop of Flavor with Youthful Iconicity
Reesal Gum, a chewing gum dragee brand from Senegal, approached us to create a packaging identity that could break through the visual noise of candy aisles while showcasing its unique flavor line up: Ice Mint, Cinnamon, and Ginger Lemon. The goal was clear: design a bold, flavour forward system that feels fresh, youthful, and unmistakably Reesal.
We refreshed the Reesal identity from the ground up, opting for a youthful and iconic look driven by two key elements: colour and product shot. Each pack leads with a flavorsome burst of gum imagery, instantly elevating freshness expectations and triggering impulse appeal.
In a market where gum and candy often lean on over stimulating visuals, Reesal cuts through with clarity and confidence. The use of clean product photography, bright color blocks, and distinct ingredient storytelling creates instant recognition and emotional resonance, especially among younger consumers.
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.
Brought to life by
DIB Creative Studio & Africa Chips Senegal
Project Credits
Concept & Creative Direction
Pankti Sheth, Chirag Trivedi, Sahil Bhojani
Art Direction
Sahil Bhojani
Project Operation & Management
Mansi Modi
Client Collaboration
Remi Serge Richard (Technical Director, G&CS )
Post Production
Sahil Bhojani
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