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.
saawal ghee
2019
Avyaan Nutrifoods
(Rajasthan, India)
Packaging Design, Illustration
Honoring Tradition with a Premium Touch
For Sawal Ghee, we drew inspiration from the traditional process of making ghee in Indian homes. Our aim was to create packaging that felt both premium and rooted in heritage. We used clean lines, refined typography, and a palette of earthy tones to convey purity, quality, and trust. These visual elements aligned with the values consumers associate with ghee, authenticity, tradition, and health.
To add cultural relevance, we illustrated the traditional ghee-making process called the “Giloda method” using the bold, expressive "big limbs" style. This gave the pack a handcrafted charm while celebrating the familiar sights of Indian kitchens.
The result is a design that feels timeless yet contemporary, a packaging that stands out on the shelf while connecting deeply with modern consumers who value both tradition and transparency.
The Ask
While most of the world was going minimal, soft, and whispery with their designs.
Aavyan came to us with a completely different ask.
“Make it bold. Make it loudly Indian.”
He wasn’t interested in disappearing into clean white shelves. He wanted a jar that stood out in a kitchen, not just physically, but emotionally.
So we asked ourselves:
What does "clean" mean in an Indian context? and how can "bold" also feel poetic?
That's when the idea of long-limb Indian illustrations came in.
Matka
Makhan
Leheryia
Mojadi
Gotta
Patti Kaam
Handi and
Mitti Chula
Rabbari
Chooda
Bandhani
Poshak
Gau Poshak
Rajasthani
Mothra
Every visual was
an inspiration from
across local crafts.
From the Rajasthani mothra drapes to the gotta patti details, every element of the women’s attire was handpicked from real craft and culture references.
We studied the matka used to store makhan, the Rabari-style bangles, the mojdis, and even the bandhani poshak textures building them into the silhouettes, folds, and motifs of our characters.
Reimagining
Big-Limbs in
local Indian
Rythym
Reimagining
Big-Limbs in
local Indian
Rythym
A2 Gir Cow
Rounded Shape
Forehead
Dewlap
We referenced real traits of the Gir cow, like its rounded forehead and hump to make the visuals feel true, not generic.
The big-limb illustration style draws from folk art but adds movement and grace. It's not about realism, but rhythm. Together, they bring out a sense of tradition that feels both rooted and relatable.
Hump
We referenced real traits of the Gir cow, like its rounded forehead and hump to make the visuals feel true, not generic.
The big-limb illustration style draws from folk art but adds movement and grace. It's not about realism, but rhythm. Together, they bring out a sense of tradition that feels both rooted and relatable.
Brought to life by
DIB Creative Studio & Avyaan Nutrifoods
Project Credits
Concept & Creative Direction
Pankti Sheth, Dhavanshi Shah, Sahil Bhojani
Art Direction
Dhavanshi Shah
Project Operation & Management
Mansi Modi
Founder Led Collaboration
Nitin Bariya (Founder, Avyaan Nutrifoods)
Illustration
Dhavanshi Shah
Motion Graphics
Shubhodeep Deb
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