‘A book shouldn’t be judged by its cover’, but that phrase does not always apply to the world of packaging. Traditional Graphic Designer, Abhishek Agarwal, explains how he turned a simple box of just sweets into one of the authentic sweets bearing the essence of India.
Sweets are not simply a delicacy, in India; they’re intrinsically linked to auspicious occasions and traditional festivals, which abundantly exist in the Indian culture. It was thus no surprise that Bangalore-based sweet shop, Kartik Mithai, desired a design makeover bearing a traditional resemblance; one that was characteristically ‘Indian’ and strongly asserted the same.
To effectively match such a need, merely design knowledge proved inadequate; it was fundamental to, at the same time, delve into Indian culture and its elements, and use clues that would effortlessly associate with traditions. This in turn, readily translated to rich colours, floral patterns, Indian symbolism and such other attributes that an Indian audience could easily relate to.
Seven themes that screamed ‘India’ were created, depicting peacocks, symmetrical forms and traditional moulds unique to the country’s history and culture, subtle yet appealing shades and the likes. On the whole, the intention was that the boxes, with their appearance, openly proclaim the sweetmeats inside as ‘Indian’ before they could even be opened.
Published in Issue 35
The season of the festival has started and everyone is preparing to have a unique one this time with less cash and more fun. We interview many creatives who creates promotional or calendar design each year. As most of the thing around us had shifted to digital, even calendar design and the promotion has shifted. But Yorick Pintos, a strategic consultant at studio Kohl suggests that best option would be a mix of both. If you are interested in print design & want to understand the future of the same. So, go ahead and order your latest issue copy!
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