Nookad Namkeen

Posted on

Derrick Lin


Creative Agency: Leaf Design
Principal Designer / Creative Director: Prayag Shah
Designer: Sourajit Sengupta
Illustrator: Amirkhan Pathan
Product Photographer: Saba
Design Directors: Sumit Patel, Sandeep Ozarde
Project Type: Produced, Commercial Work
Client: Sayaji Foods Pvt. Ltd.
Location: Mumbai, India
Packaging Contents: Savory Snack
Packaging Substrate / Materials: Plastic

Packaging that takes you back to chatpata by-lanes of memories

Nookad Namkeen is presented by Nookad Nation – a peppy brand that is all about reliving the laidback, cozy and unforgettable street food culture that a generation of Indians has grown up with. It is this vibrant, youthful culture, packaged in the typical Indian katta style to satiate appetites and deliver the authentic Indian taste. It captures the unforgettable street food culture and makes way for people to walk down the memory lane with every bite. Hand lettering for the product name adds spontaneity to the brand, while the vibrant typography, bright colours from the streets infuse a sense of nostalgia. The bold illustrations, unique to every pack, make everyday moments much lighter.

The final output is bright and youthful with the spontaneity of India and a compelling storytelling. The uniqueness of the pack stands out in the over crowded namkeen market where all are trying to communicate the same desi story.

What’s Unique?
Nookad Namkeen steps away from the category’s clichéd look and feel and bursts out with a gush of vibrant colours and unique flavours. It brings alive the moments of joy and memories with chatpata flavours.

The challenge was to strike a chord with the consumers at the first glance. Nookad Namkeen created a deeper emotional connect with spontenous hand-lettering. The unique illustrations reflecting different day to day scenarios with a hint of the proudly being Indian and desi. A vibrant colour palette picked from the streets on India.