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Packaging Design & Strategy

FOLKITCHEN

Blue packaging box with intricate design and transparent window showing walnuts. Features the brand name "Folkitchen" with artistic illustrations and text "Art Culture & Namkeen.”

Why is folk art stylisation used for the packaging?

India is known as the land that portrays cultural and traditional vibrancy through its conventional arts and crafts. This idea is to make people aware of it and further embrace it. The brand's strategy was encouraging appreciation through their range of products: 'Namkeens' (Indian savoury snacks), which could closely be related.

Wondering how was it related?

Just like the diversity in Indian savoury snacks, there is also a massive diversity in Indian folk art. By combining the unique folk art specific to each region, the design perfectly complements the regional Namkeen, creating a cohesive and authentic representation. For example, Warli Folk art and the Poha Chivda Namkeen are both from the region of Maharashtra.

Illustrated packaging design with blue background for "Forkitchen" brand, featuring intricate line art and descriptions about "Chuda Bhaja" and "Omapodi" snacks. Text includes regional tales and product information, with CMYK print format indicated.

Packaging strategy:

The illustration stylization is intentionally kept linear and simple, featuring a see-through packing style. The illustration and see-through cutout seamlessly blends, allowing the viewer to see the savory inside the box. The linear illustration style aids in immediately identifying the associated art style, encouraging individuals familiar with any of these art forms to share and discuss their experiences, further spreading awareness.

A hand holding a blue Folktitchen Poha Chivda package with tribal art design.

Front of the prototype

Hand holding a package of Poha Chivda with blue labeling featuring descriptions of the snack and Warli art as a cultural note, showcasing the yellow dried snack inside through a transparent window.

Back of the prototype

A row of nine blue snack packages lined up on a reflective surface, each labeled with different names like Atta Nimki, Churmuri, Omapodi, Bikaneri Bhujia, Poha Chivda, Chuda Bhaja, Salted Walnuts, Gathiya, Ring Murukku, and Ratlami Sev. Distinctive patterns and illustrations adorn each package.

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