Abirami

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Creative Agency: Rubecon Communications
Art: Alexander Zachariah & Diya Susan Pallikal
Copy: Sajan Prathap Singh & Vishal Sudhir
Brand Managers: K.Muralidaran & Maniti Adhia
Photographer: Vivekanandan Parivallal
Food Stylist: Sanjeeta kk
Illustrators: K.Muralidharan & Narendar N.
Artworker: Shivakumar
Project Type: Produced, Commercial Work
Client: Abirami (Sri Varadaraja Food Exports)
Location: India
Packaging Contents: Rice
Packaging Substrate / Materials: Paper
Printing Process: Roto-Gravure Printing

Rice holds a great spiritual and ritual significance as it is a staple of the Indian diet. Different regions grow specific kinds of rice that are endemic to its place of origin. Being culturally diverse and distinct, India has a variety of folk art forms that have evolved over the centuries. The complex Pulli Kolam from Tamil Nadu, the lyrically linear Kalamkari of Andhra Pradesh are a few examples of this.

This culturally relevant packaging cleverly juxtaposes rice with the folk art form of that region. It makes for a strong brand identity that stays true to its roots, besides creating an interesting differential between each pack.

It connects the consumer to the sacredness and purity of both the art form and the rice. It’s like taking home a piece of India.