Bakeri Nankhatai

Creative Agency: Spectrum Y&R
Project Type: Produced, Commercial Work
Client: Continental Biscuits Limited
Location: Karachi, Pakistan

The Brief:
Continental Biscuits Limited recently launched Bakeri Nankhatai in the Pakistani market after procuring the traditional recipe of this delicacy guaranteed to offer consumers a pleasurable experience. The requirement, as per the brief, was to design an elegant package depicting the Nankhatai’s rich heritage. As a biscuit that’s indigenous to the subcontinent with roots in the Mughal Era, the Nankhatai is an immensely popular biscuit consumed in Pakistan, especially in the city of Lahore, which many consider to be its place of origin as well.

The Target Customer:
Young adults along with aged people who enjoy Nankhatai as a traditional delicacy and the perfect accompaniment to a steaming cup of tea.

Bakeri Nankhatai’s elegant packaging not only complements its rich, traditional flavors, but the use of gold and red color along with intricate detailing in the form of sketches, adds a touch of royalty to the product. The package itself is a sheer treat to look at and its tone instills a sense of nostalgia, taking one back to the history of Nankhatai and how it made its way into the walled city of Lahore.