With Mehfil, BigSpoon had a vision of making Biryani attractive for the new age audience. The complete design solution that was formulated resonated with this vision, and helped Mehfil craft a powerful brand story and experience delivered through branding & packaging.
Biryani has its roots dating right back to the Mughal era. Keeping this in mind, the structure of the packaging is heavily inspired by Mughal architecture – the arcs, doorways, window frames, and more. The intricacy of antique crockery and Jali designs also became a point of reference when it comes to the detailing of the structure. When you think of the Jali structure and the visual that you get peeping through the window, this was an experience we have tried to recreate. Adding value to the Jali inspiration we took a cue from the brand story incorporating the elements of mirch, masala, and Pyaar( love ).
We designed two concepts:
Concept Jali – Designed for the Matka/ pot biryani: The packaging was made keeping in mind the weight of the matka along with the biryani making it on the heavy side
Concept Darwaza – Design for the 500gm box of biryani: Elevating the consumer experience through a clean layout was the key consideration for this packaging
Formats & Approach: Being in the takeaway food category, Mefil had two different packaging formats through which the delicious food was delivered. Conceptualizing a systemic approach to the packaging graphic design thus became crucial. A scalable system was created through a play of various graphical elements for the front of the pack.
Visual Elements: Flat vector illustrations of a ‘heart’ were created to portray Zakir’s love story combined with multiple illustrations of spices. These were further complemented with hashtags and typography that are relevant to the brand and enhance the experience of the consumer while opening the box to reveal the food inside.
Colors: The colors for the packaging were chosen carefully keeping in mind the food category and the young & quirky aspect of the brand. The packaging revealed different layers of colors on different surfaces creating contrast and building a visually impactful experience for the consumers. We began with a strong red shade, known to be a food color and increasing appetite, contrasted with a teal for the side surfaces. When the inner box is opened, a splash of blue creates a good contrast and brings across the entire modernity of the brand. The presence of different shades of Orange, Red, Green, Yellow & Blue all across the box was inspired by the colorful dish that Biryani is and the assortment of spices that it presents.