Introduction
Jhanaat is a street food, eco-friendly packaging and branding project.
This dish was born in Indore, a city in central India. We wanted to package something from Indore, after all it’s famous for it’s foodie culture. Indore is a city that prides itself on its food. It’s the only city which has a whole street called ‘Sarafa’ that serves the most tasty vegetarian snacks, chaat and sweets. Inspired from that we decided to package one of the most famous and spicy dishes from Indore called Garadu. It's a root of the Yam/potato family.
The packaging design builds a connection between the consumer and the culture which revolves around the dish. 'Jhanaat' meaning very spicy in Indori language became our brand name.
We wanted to have fun with the design and the language to showcase the flavour of Indian street food through our product. We are telling a story about the dish, how and where it’s made and the way it’s consumed. We wanted to keep the traditional form of the dish intact, bringing out the feeling of eating deep fried garadus topped with a lot of spices and served in yesterday’s newspaper. The package is designed keeping this in mind. It gives the consumer a gist of how people have been consuming garadu since a long long time. On the front of the pack, the visual illustrates the setting in which the dish is traditionally prepared.
This project has been done in collaboration with Ayush, Dhruvi and Karan from ecole intuit.lab.
Packaging design
Some pictures from the sarafa bazaar where this dish is served.
The logo and illustration.
This is how the package opens up.
New packaging v/s the old traditional way of eating on the street
