Food & Beverage • Packaging Design • Illustration
How do you make a legacy brand feel fresh without losing what makes it beloved?
A packaging redesign for Haldiram's North, one of India's most iconic snack and sweet brands. At Firstbase Media, we developed visual directions across five product categories: namkeens, sweets, confectionery, spice boxes, and gift boxes. The goal was to reimagine how it could show up for a new generation of design-conscious consumers while honoring the taste memory and cultural equity already embedded in the brand.
Role: Graphic Designer
Collaborators: Firstbase Media
Duration: 3 months
The Brief
Haldiram's North wanted a visual refresh, one that could flex across a diverse product range while building shelf recognition and brand consistency. We began by mapping product segments to consumer personas, considering cultural cues, purchase motivations, and consumption contexts. A grandmother buying namkeens for the household, a young professional gifting sweets during Diwali, a child reaching for a confectionery pack, each required a different emotional register within the same visual system.
Creative Direction
The design directions I developed leaned into the sensorial pleasure of Indian snacking - bold, warm, and unapologetically celebratory- while introducing cleaner hierarchy and contemporary typography to modernize the shelf presence. The visual language drew from Indian traditions, festive color palettes, and the textures of the food itself, balancing familiarity with freshness.
The Range
This project was a masterclass in designing for layered brand equity: where tradition, taste, and visual freshness all have to coexist. The designs shown here are from alternative design directions to those approved by the client I worked on with the team.
Haldiram’s flagship Namkeens line features over 60 distinct snack varieties. The creative direction prioritizes bold, appetizing visuals and high product visibility, ensuring instant recognition at a single glance.
Sweet Gift Boxes
Warm, celebratory, and rooted in festivity. The direction leaned into richness with gold accents, deep tones, and indulgent visual cues that signal occasion and gift-worthiness. The most premium touchpoint in the range.
Confectionery
Playful and bright, designed to appeal across age groups with a lighter, more energetic palette that stands out in a crowded category.
