Gopal Snacks Limited, a Rajkot-based listed company and the world’s largest manufacturer of Gathiya, set out to rebrand their flagship product range. Gathiya, a deep-rooted part of Gujarat’s snacking culture, is widely cherished as a staple with tea, and over the years it has become synonymous with the brand. The range included multiple variants of Gathiya, but the existing packaging design lacked clear differentiation. This often made it difficult for consumers to identify and navigate between the offerings, especially as the portfolio expanded. At the same time, the promoters had ambitious plans to take this flagship range beyond Gujarat and make it appealing to a wider national audience. With the product carrying substantial equity and recognition in its home market, the challenge was to modernise its look while preserving the elements that customers associated with trust and familiarity.

To strike this balance, we drew inspiration from Gujarat’s famous Bandhani textile patterns. These motifs, celebrated for their cultural richness and vibrancy, helped us infuse a sense of tradition while giving each variant its own distinct identity through unique colours and patterns. We consciously retained the iconic yellow colour along with the established company logo to ensure continuity and strong shelf recall. To complement this, a thoughtful combination of typefaces was used, blending traditional cues with a modern touch to create a fresh, contemporary appeal. The product is presented in a clean white bowl accompanied by condiments, emphasizing authenticity and appetite appeal. Additionally, we highlighted the nutritional benefit of Gathiya being a good source of protein, making it more relevant to today’s health-conscious audience.

The outcome was a revitalized packaging design that feels modern and premium, yet deeply rooted in Gujarati pride. It not only enhances visibility and differentiation on shelves but also positions Gopal Snacks’ Gathiya range for stronger acceptance across India, carrying the essence of its origin while resonating with a broader consumer base.