Packaging Design
Visual Experience & Storytelling
Packaging is tangible. You hold it, you pick it up, you decide whether to buy it. That moment of connection needs careful curation, and it’s where I’ve always enjoyed experimenting.
Having worked on packaging across very different contexts, sometimes rooted in sustainability and tradition-boud to sometimes luxury-led, each project gave me the chance to balance the functional with the creative. And in almost every case, I’ve found ways to try something a little unconventional, without losing the heart of what was needed.
Bringing longevity and luxury to life for a bath & body brand
A new entrant into the mid-to-premium bath and body segment, PRA IMORA needed to look instantly at home on salon shelves. We designed a slick, timeless identity with standout illustrations and subtle colour play.
The result was a signature look that could flex between premium and basic ranges, but always carried the same polished brand language. The packaging reflected longevity and luxury, matching the brand’s name, derived from “immortal.”
How do you make compost look good on a shelf?
To build on the the theme of sustainability, we skipped plastic labels altogether, creating a logotype that embodied sustainability.
The tins themselves became collectible items, wrapped in illustrated designs that felt more like keepsakes than containers of compost. In this case, packaging became not just functional but aspirational, something you’d proudly keep in your kitchen.
Crafting a rooted yet contemporary identity for a heritage brand
For a heritage brand built around the traditional ritual of abhyangasnan (oil bath with ubtan on Diwali morning), the challenge was staying rooted without being clichéd. Too often, “traditional” is reduced to marigold flowers and overused motifs.
Instead, we leaned into typography, designing a strong Devnagiri ‘A’ as a central icon, paired with warm, festive colours. This created an identity that immediately connected to Indian origins while standing out from generic festive packaging.
Minimal design to make Indian flavours pop on international shelves
When a legacy export brand like Ferns wants to refresh, it takes time. Their masalas and pickles were competing in crowded international aisles.
We stripped the packs down to minimal, eye-catching layouts with bold hand-created typography echoing the textures of chilli and turmeric powders. The new designs were easier to spot on shelves, while playful illustrations gave the brand a fresh voice for campaigns.
This project was developed and run alongwith the awesome team at Out And Out Design.
I do not claim ownership of any content used and share credit with the team.