Jashn: dry fruit

Posted on

Derrick Lin


Design: Chinmayee Samant
Location: India
Project Type: Student Project
School: MIT Institute of Design
Packaging Contents: Dry fruits
Packaging Substrate / Materials: Cardboard, paper, plastic wrap
Printing Process: Digital printing

Jashn is a high-end dry fruit brand. ‘Jashn’ means celebration in Hindi. This brand focuses on the festive spirit of India and makes the time of celebration its packaging highlight. It packages all sorts of dry fruits right from almonds, cashews, raisins to dates. The target audience for this brand is people who want a well-curated gift for their loved ones at the time of festivals.

The USP of the brand lies in its look and feel and how it is perfectly relevant as a festive gift or package filled with love and goodness. The packaging of Jashn comprises of a hexagon which is moulded into a box. The net weight of one box is 200 gm. The inner side of the box is however triangular. The reason for this is to make the box look structurally bigger from the outside, however keeping the components of the box limited. A label runs around the box as a seal for it.

All the manufacturing and price details are printed on the side of the box, leaving the front and the back clean. This packaging is easy to carry and the unique structure of it makes it a unique commodity to gift.

The colours used for Jashn are a deep blue paired with golden. These colours give out a sense of richness, luxury and prosperity. The simple illustrations on the packaging resemble the rangolis made outside Indian homes at the time of festivals like Diwali, Dussehra, Pongal, etc. The fonts complement the tone of voice of the brand, being classy and unique. This brand is typically sold in dry fruit shops, Mithai shops, department stores and online.

What’s Unique?
This product is made to keep the festive spirit of India in mind. The changing times and trends of festivals is seen as an incentive to build on a high-end dry fruit packaging brand. Dry fruits prove to be an excellent gift for any festival as they are healthy, easy to carry and considered auspicious in many cultures. The packaging is unique with its outer look, rich colour and the equally rich product that comes inside it. As people move on to a healthier lifestyle, gifting chocolates, biscuits or other fattening items is scarce. The brand gives out a sense of respect and value while gifting it from one person to another.