Overview:
MahaaRajaa Ayush is a new Indian F&B brand, with the tagline ‘Nourishment for Life’. Its offerings include nuts, spices, seeds, herbs and dried fruits. The brand aims to distribute these high quality products in the 2-tier and 3-tier cities and towns of India.

Brief and Insights:
The brief was to design the pouch packs for all these products and cater to the semi-urban customer base. The current grocery shops from 2-tier and 3-tier cities (local kirana shops) were studied to understand the available forms of packaging and storage of these products. The main insight was that these products were stored in transparent glass jars or plastic bottles or open metal containers and gunny bags, mostly without any graphically designed packaging. MahaaRajaa Ayush aimed to provide these products in pouch packages as a more hygienic and fresh option.

Solution:
The MahaaRajaa Ayush product packs were designed on the idea of ‘Seeing through the Forest’. A forest is a raw, fresh and immersive landscape. It holds the capacity to provide ‘Nourishment for Life’ as the MahaaRajaa tagline suggests. And so, the pack design visualises the brand placed and emerging from amidst the forest offerings.

The pack design is adorned with detailed botanical illustrations of the products. Each category of offerings – nuts, spices, seeds, herbs and dried fruits, have their own set of illustrations and colour palette. The style of illustrations is inspired from botanical diagrams, to depict accurate while slightly detailed graphics, for quick and easy identification by the semi-urban audience.

Inspired from the Indian culture, the colour palette of the packs is elaborate, with the lightest hues selected for the seed category and gradually becoming dark with the most sun-baked category of spices. The bright and exhaustive colour palette is also selected so that the packs can stand out on the shelves of the already busy grocery shops (local kirana shops) and offer an alternative to the already available options.

The pack design overall is colourful and detailed, celebrating the Indian spirit in order to cater to the local audience. While assuring hygienic and fresh products in sealed packs, it embodies the idea of ‘Seeing through the Forest’ with its immersive compositions and colours as the brand details emerge from it.