Bakeri Big Nankhatai



Agency: Spectrum Y&R
Creative Director: Muhammed Irfan
Project Type: Produced, Commercial Work
Client: Continental Biscuits Limited
Location: Karachi, Pakistan
Packaging Contents: Biscuits
Packaging Substrate / Materials: Plastic Wrapper
Printing Process: Flexography

Continental Biscuits Limited has introduced BIG LU Bakeri Nankhatai as an extension of the existing product in the Pakistani market, considering how earlier the traditional recipe had won hearts of millions with its palatable taste. The brief entailed, a packaging design inspired by the cultural roots of Nankhatai while depicting the vibrancy and splendour of Lahore. Aiming to be displayed as a masterpiece on the retail shelves that can evoke people into buying the packs at the first sight. The biscuit is indigenous to the subcontinent, it serves as a reflection of the cityscape through a painterly effect. As a result of customers’ demand, this extension was based on providing a ‘bigger’ size of the biscuit to fulfil cravings.

What’s Unique?
Big Nankhatai’s packaging was one of its kind to go up on the retail shelves in Pakistan, due to its painterly effect. That enabled people to get attracted to the creative execution, leading into buying the product. The creative process of this packaging involved hand made painting of the packaging, then using the digital medium to add finesse whilst working on the typography used on the biscuit packs.