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.
Tresor
2022
Africa Chips Mali
(Mali, West Africa)
Packaging Design
Sweet dreams are made of this
When Trésor came to us, the brief was clear: build a world that captures the fun, flavour, and indulgence of their bonbons and bars. A brand that could charm the kids, delight the grown-ups, and live across shelves, screens, and snack-time memories. We began by separating the world of Bonbons and Barres, two very different moods within one brand universe.
The Bonbons needed vibrancy to match their playful flavours, caramel, nanaye, gnamakou. So we leaned into punchy colours, expressive visuals, and character-driven fun. Each pack feels like a burst of joy on the shelf. The Barres called for indulgence. With flavours like mint, strawberry, and caramel, we introduced bold colour blocking and rich textures to give them a more grown-up appeal, sweet, but confident.
To tie it all together, we used carefully art-directed photography to highlight the gooey, crunchy, melt-in-your-mouth textures inside. Every detail, be it a curve, a colour, or a type choice, was crafted to make Trésor feel distinctive, and shelf-worthy. This is candy that doesn’t whisper from the corner. It smiles, sparkles, and says, “go ahead, unwrap me.” Because sweet dreams aren’t just made of sugar. Sometimes, they are made of stories wrapped in eye-candy design.
Can a chocolate bar smile before it’s even unwrapped?
We weren’t asked to design a product.
We were invited to relive the joy of a small, silly treat that feels a bit too fun for grown ups and exactly right for kids.
But Tresor wasn’t just for kids. It was a candy bar that knew how to charm anyone.
A Family of One offs
Each variant got its own bold color, a pack that stands out on its own, but belongs to a playful, unified world.
Typography stayed loud. Chocolate stayed chunky. But every wrapper told its story in
its own tone.
Golden Inside.
Golden Outside.
Among the bright, fruity energy of Ginger, Mint and Orange, Caramel had a quieter confidence. It didn’t need to shout. It melted.
The Real Trésor
Caramel didn’t try to stand out it just felt right. Warm, familiar, and quietly rich, it carried the name like it was made for it. The true treasure was never loud it was golden.
Brought to life by
DIB Creative Studio & Africa Chips Mali
Project Credits
Concept & Creative Direction
Pankti Sheth, Chirag Trivedi, Sahil Bhojani
Art Direction
Sahil Bhojani
Product System Design
Mithlesh Solanki
Project Operation & Management
Mitlesh Solanki, Kareena Patel
Founder Led Collaboration
Mohamed Jaffal (Co-Founder, Africa Chips Mali)
Post Production
Sahil Bhojani
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