Context
This case study explores the branding and packaging design journey for a private label Indian sweets brand.
The goal was to create a premium yet traditional visual identity that resonates with heritage, authenticity, and indulgence, while ensuring modern appeal for a new-age audience.
Overview
Fnp wanted to launch a private label range of premium Indian sweets that combined traditional flavors with modern presentation. The challenge was to
- Elevate the visual appeal of mithai packaging beyond standard plastic or paper boxes.
- Ensure freshness & shelf stability with premium, food-safe packaging.
- Make the brand stand out in gifting segments, and online marketplaces.
- Make the brand stand out in gifting segments, and online marketplaces.
Task
The project required designing branding and packaging that:
- Evoked cultural richness while feeling contemporary.
- Used premium materials that preserved product quality
- Offered a gift-worthy appeal for festive & corporate occasions.
-
Differentiated the brand from both
mass-market mithai brands and luxury confectionery brands like Haliram, Om sweets, Bikano, Bikaji etc.
Action
To achieve these goals, I took the following steps:
Research & Discovery:
- Studied local and global mithai brands like Haldiram’s, Bikanervala, and specialty brands such as Arq and Khoya.
User Persona:
Identified two key consumer segment
- Everyday buyers seeking premium yet accessible sweets.
- Gifting customers looking for opulent, memorable packaging.
Competitive Analysis
- Explored how luxury confessionary and gourmet brands crafted their visual storytelling.
- Developed a flexible visual language, including a vibrant color palette, engaging typography, and custom illustrations that resonated with children.
Design Execution:
Brand Identity Development
- Designed a logotype inspired by Indian motifs, with a modern touch
- Used a blend of Handwritten script & contemporary serif fonts for authenticity.
- Chose a rich Indian-inspired color scheme: deep green, maroon, warm golds, and ivory.
- Used metallic foiling accents for a luxurious feel.
- Created packaging and event collaterals for events specific for influencer marketing.
Results
The launch of DIYtv was a massive success:
- Boosted Customer Perception:
80% of consumers in focus groups perceived the packaging as luxury and premium.
- Increased Gifting Sales
Reported a 15% rise in gifting orders compared to traditional mithai packaging.
- Higher Online Conversion Rate
The new design improved product page conversions by 10% on e-commerce platforms.