The Challenge:
Bazana! Healthy Roasted Snacks commissioned Artisticodopeo Designz to disrupt the traditional dry fruits market in India. Typically, dry fruits are seen as expensive treats, purchased mainly for festivals or special occasions—not as everyday snacks. The market was dominated by traditional, bland packaging that all looked the same.

The goal was to completely stand out and create a brand identity that would make dry fruits appealing and accessible to a mass audience as a snack, including millennials, young professionals, moms, and kids, without relying on traditional advertising.

The Solution:
The brand name, “Bazana!” was the brainchild of Co-Founder and Brand Strategist Justin Ancheta. This vibrant name, inspired by the Hinglish word “buzz-aa-na” (meaning “to bring energy”), set the tone for the entire project. The Art Direction focused on infusing the brand with this sense of energy and excitement—capturing the feeling of discovering something truly special.

Breaking away from typical dry fruit packaging, the logo became a central element. The vertical arrangement of the letters in “Bazana!” was inspired by the game Tetris, maximizing visibility on the small 15g packs. This design choice ensured the brand would be instantly recognizable on crowded store shelves, catching the eye of both kids and adults alike.

The packaging design, guided by strategic Art Direction, aimed to evoke energy and emotion. Bold Pantone shades, inspired by the vibrant colors of Indian culture, were chosen to represent different flavors. These colors were carefully selected to symbolize the energy and flavor of each snack, making the product stand out in a market filled with traditional, muted tones.

Strategic placement of ingredients on the packaging further enhanced the brand’s appeal. By showcasing the hero ingredients in a dynamic, non-traditional way, the design created a sense of motion and excitement. This approach was extended to every brand touchpoint, from business cards to promotional graphics, ensuring a cohesive and impactful brand presence.

The Art Direction also ensured a consistent brand experience across all touchpoints. A responsive website was designed to narrate the Bazana! story, highlighting the brand’s vision and products. Promotional graphics were developed to support the launch on e-commerce platforms like Amazon and Flipkart, ensuring a consistent brand message both online and offline.

The Impact:
Without any pre-launch advertising, Bazana! successfully entered over 12,000 stores across Pune, Mumbai, and Bangalore. Within the first 20 days, Bazana! secured 10 distributors, exceeding expectations and creating a buzz solely through its unique packaging. Consumers connected with the brand’s vibrant design, leading to increased demand and visibility. The compelling brand identity also attracted top-tier sales talent, further driving the brand’s growth.

Client Testimonial:
Co-Founder Justin Ancheta reflects on the experience: “Working with Artisticodopeo Designz was a game-changer for Bazana! We weren’t just paying for design; we paid for over 15 years of deep expertise that created a huge shortcut for us. By getting it right the first time, we avoided the need for costly redesigns, saving us an additional $30,000! We assumed breaking into the market and finding good distributors would be an uphill battle for six months to a year, costing us around $100,000 in sales and marketing expenses.

Instead, within one month, 15-20 top distributors in Mumbai were calling us because of our unique and compelling design. This rapid traction let our sales team focus on driving more sales instead of chasing distributors’ attention. Our new brand identity was so compelling that it attracted top-tier talent, significantly reducing recruitment costs and boosting profitability. Partnering with Artisticodopeo Designz was one of our best business decisions, positioning us strongly for future growth.”