Designer: Shivangi Sah
Project Type: Student Project
School: MIT Institute of Design
Course: Branding – Packaging
Location: Noida, India
Packaging Contents: Footwear
Packaging Substrate / Materials: Paper
Printing Process: Digital printing
MARUDESHA | Branding and packaging craft of Rajasthan
The main objective of the course was to create something unique by keeping ‘wrapping’ as a concept. Thus, I decided to promote the art and crafts of Rajasthan, India in such a way that one craft wraps the other craft.
The concept derived is inspired from ‘Mojari'(Traditional Shoe Pattern) and a ‘Katputli'(Wooden/Plastic doll attached with Strings).
‘Katputli’ art is famous globally and highly influnced. The concept has emerged as a decent yet attractive packaging cover consisting of a Jooti/Mojri. Also, the packaging creates the whole experience of Rajasthan in such a way that the user not only gets the product but also the essence of unwrapping the culture of Rajasthan.
General problem faced by the craftsmen in India is the craft is never valued because the local craft is not branded. So, the packaging is never done. Thus, the Main motive behind this project is to promote local craft in such a way that the consumer not only gets the product but enables a user to experience a bunch of traditional diversity and also the essence of cultural heritage of Hamro Rajasthan.