Riz Souffle | De Icebreaker Creative Studio

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.

Riz Soufflé

2024

Future Foods

(Senegal, West Africa)

Packaging Design, Illustration

Flavour-forward packaging with serious shelf swagger.

With its RIZ Soufflé line, Moda reimagines puffed rice chips as a crunchy, exciting snack for new generations of flavour seekers. Fun, casual, and packed with personality, the brand wanted to speak directly to an audience that values both taste and attitude.

To bring the vision to life, we built a mascot-led packaging system anchored by a chill, street-smart lion. Paired with expressive colors and playful styling of flavours, each pack becomes a character, appearing fun, flavoursome, and exciting.

Available in four punchy variants, Jalapeño, Sweet Chilli, Ketchup, and Fromage, the range transforms an everyday snack into a vibrant, craveable experience with strong shelf appeal and instant flavour recognition.

RIZ Soufflé turns flavor into feeling. Each chair is sculpted from flavor, each puff spins like a football, capturing the bounce and lightness of the snack. Styled like a street icon, the lion adds cool charisma, making every pack an attitude in motion.