Client: Britannia, a leading biscuit company
Requirement: To design innovative, festive packaging for Britannia’s introductory gifting range, “Shubh Kaamnayein,” on the occasion of Deepawali. The packs contained assortments of cookies, cakes and flavoured biscuits.
Brief: To create a signature gifting range for Britannia. The packs must be quintessentially Indian and festive.
Challenge:
- The gift packs were retailed at all leading stores across the country and catered to an extremely diverse market, varying in culture, language, income group and age bracket.
- Conventionally, Indian sweets are exchanged as Deepawali gifts. Cookies and biscuits are a more Western concept and aren’t popularly consumed or exchanged during festivals.
Approach: The gifting range was segregated into two - a premium range, which contained expensive flavored cookies; and the low-budget packs which contained assorted combinations of cakes and biscuits.
Premium Pack Design
For the premium packs, special collectible tins were designed. The art for these packs is inspired from an Indian traditional folk art pattern called “Phad.” This particular story-telling art form has originated from ancient Rajasthan. “Phad” design patterns and characters, were designed to create a unique ‘cookie story,' that ran across the tin in two parallel strips. The tins were designed using three different colour schemes.
Detail of the 'Phad' Cookie Story Illustration
Lid Design
Hindu deities who are commonly worshipped during Deepawali, were designed the “Phad” way and placed on the tin lids in corresponding colours.
Detail of Lid Design
