Tasked with bringing Haldiram's South Indian snack range to life, we faced a delicious challenge: how to capture the authentic essence of regional flavors through packaging alone. The solution required more than design—it demanded storytelling that would transport consumers to the vibrant marketplaces and meandering backwaters where these recipes originated.
Visual Identity
Packaging Design
FMCG
Painted Pantries of the South
We developed a visual language rooted in artistic tradition, employing hand-painted illustrations that celebrate South India's distinctive architectural and cultural landscapes. Each package features meticulously rendered scenes of Kerala's tranquil backwaters, bustling marketplaces, and colonial-era neighbourhoods—creating windows into the regions that inspired these flavours.
For Andhra Murukku, Madrasi Mixture, and specialty items like Beetroot and Okra chips, we crafted distinct vignettes using contrasting colors that pop on shelves while maintaining narrative cohesion across the product family.
The result is packaging that doesn't merely contain snacks, but rather serves as a cultural ambassador, inviting consumers to experience South Indian cuisine through both taste and visual storytelling.
