Client — Haldirams
Packaging Design
About the brand:
Haldiram’s has its roots established in 1937 in the form of a small retail Sweet & Namkeen shop in Bikaner, Rajasthan, a small but significant town in the Thar Desert. Shri Shivkisan Agrawal, the founder of Haldiram’s always cherished the dream of building an empire, manufacture traditional sweets/ namkeens, to leave a mark on every occasion and get close to the heart of the common man.
This dream was realized with the shifting of its base to Nagpur in 1970. For the first time people heard of a factory that was operating to manufacture Sweets & Namkeens. In a very shot span ‘Haldiram’ developed into a
brand and became an inseparable part of every occasion.
This was followed by a chain of retail outlets & showrooms. The product lines were expanded to match the taste of various segments of the society. Sweets and namkeens were presented in more durable and commercially viable packaging. This fetched a overwhelming response and in 1997, Haldiram’s forayed into milk and milk product industry with products such as Khowa, Ghee & Butter Milk, snacks etc.
Haldiram’s wished to change the packaging of one of their product ranges- halwas. They required a complete change in the look of the product packaging which would compel the customer to purchase it.
Brief:
A more modern yet festive look that attracts even the young adults. Packaging should be fresh and bright just like their product.
Gap Identification:
There are 3 products under one range of their halwas namely:
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Badam-Pista Halwa
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Mango Halwa
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Strawberry Halwa
Problems identified:
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All three boxes looked different and did not belong together
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The graphics differed from box to box
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The fonts didn’t match
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Product and text orientation was non-identical
Solution:
As mentioned earlier, the packaging needs to look a part of the family to make the picture clear in the consumer’s mind that they are one product range. Therefore, to establish that, the following had to be kept in mind:
• Same font
• Similar visual orientation
• Clear product shot on FOP
• Common graphic that binds everything together
• Definite colour scheme
Inspiration:
Taking inspiration from the natural element of the contents used in their product, I sought to reflect this on the packaging.
As mangoes, almonds and pistachios come from trees, the structure of the graphic would be in the form of the branching of the trees. The strawberry illustration would fall vertical as they do in shrubs.
A flat illustration of this would definitely attract consumers as this style was never done before for any of Haldiram’s previous packaging.
Graphics for Back of Pack (BOP):
I digitised the three fruits and nuts into minimal vector graphics. These were then used and integrated to form the whole illustration. The background would be kept free of any gradations or multiple tones as the main illustration would be very heavy. The product shots were edited to go on the FOP. Product shots help customers know what exactly is there in the box that they are purchasing. Once all graphics were made, the pieces were put together to complete the picture.
Haldiram’s wanted to educate the customers about the process of the creation of their halwas. They wanted an artwork that could reflect both the packaging as well as the healthy aspects to the product.
Apart from that their standard product details had to go on the BOP (Back of Pack). I created an isometric artwork that showed exactly how the product is manufactured in a fun and easy way.
