Mumbai-based agency DY Works was tasked to design the packaging for Bustaan, which included gift boxes, dried fruit sealable packs, tins for regular and flavoured nuts, and assorted gift boxes.
Foodhall curates the fruits and nuts found originally along the Silk Route to bring its consumers a taste of the region. This is captured under the brand name Bustaan, which heralds visions of rich orchards.
The packs were designed in time for the festive season and to attract consumers who were looking for gifting items. The pack designs have been created in such a way to increase shelf throw for the brand as well as bring the story of Bustaan to life.
“Exotic, authentic, celebratory and lush with taste- these are attributes of this offering, captured in the brand manifestation. Bold typography with strong curves highlight the stature of the name, while the use of Marsala and gold bring the richness of this particular travel route,” said Alpana Parida, managing director, DY Works.
The navigation across the portfolio is facilitated with the use of different patterns and graphics on the packs, each inspired from the origin of the offering to communicate the richness of choice as well as the benefit of the specific product.
She added, “The magic in this design lies with the source- and the heritage of the region, its people and culture. We used these stories to create a portfolio wide narrative for the brand where each ingredient is celebrated in a graphic pattern style or a water colour like image of the actual fruit or nut. This ensures taste cues are well captured for our consumer in a visually spectacular form.”