Packaging and Labelling - Ayurvedic Digestive Biscuits
Market Study
Formal Exploration
Graphics Design
Renders and Prototypes
Market Study
Competitor brands, strategies and identification of their shortcomings.
Key Strategies observed
Names that masquerade as pro-health/taste counters - Digestive, Tasty, Farm, Nutrichoice
Promisary words like goodness , digestive, rich in fibre, no added sugar/maida, almond and milk
Bold spread out branding and visual elements contrasted by scarcity in space for information
Promisary words like goodness , digestive, rich in fibre, no added sugar/maida, almond and milk
Bold spread out branding and visual elements contrasted by scarcity in space for information
Formal Explorations
Ideation and evolution from a traditional cylindrical mortar and pestle to a more modern variant
3D Rendering
Finalised form using Sketchup (modelling) and Keyshot (rendering). The parts of the packaging are so designed to accommodate the pestle inside the mortar. This allows for stack-ability and easy logistics.
Novelty and interest is generated as this hollow space in the center leads to a unique doughnut shaped biscuit.
Mockup
A quick mock-up was made using laser cut cardboard to test the efficiency of the design. The chamfer done on the side of the package is an ergonomic detail that helps in holding the product.
Labelling
After a series of iterations the labelling was decided as follows. The brand name and mascot is a punch on the up and coming brands run by Yogis and Gurus who have hide their capitalistic tendencies behind ascetic robes; hence the rather shadowy hermit.
The proclamation Digestive Biscuits 100% is ambiguous and recalls the many absurd promises by prominent brands. Similarly one might ponder about what an Original Ayurvedic Biscuit might be - just another sarcastic take on yet another ruse to confuse the consumer.
The colours and pattern as well as the name is inspired b the ubiquitous Parle-G biscuit labels.
Final product and shoot
The form is giving a granite texture to double down on the look and feel of a traditional mortar and pestle. Some of the shortcomings in the cardboard mock-up is fixed in the final form. A variant is created that employs predominantly folding techniques that lock into each other and very little operations that employs glue.
