Koshur – Kashmiri Tea

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Design: Heeteshi Kamat
Location: India
Project Type: Student Project
School: Unitedworld Institute of Design, Karnavati University
Tutor: Sambit Pradhan
Packaging Contents: Kahwa tea premix
Packaging Substrate / Materials: 300 GSM Matt paper
Printing Process: Digital Printing

‘Koshur’ simply means ‘Kashmiri’. Koshur as a product in itself is authentic, providing a more personalized feel. The aim was to design packaging for Kashmiri Kahwa which brings out the Kashmiri heritage. To visualise surface graphics for Kashmiri Kahwa which brings out a feel of Kashmiri heritage and to design packaging for Kahwa sachets which contain the correct amount of ingredients in the right quantity. The idea was to create a package which has a different mechanism while opening than the regular tea packages.

The concept for the illustration was to create an essence of Kashmir, which is famous for its embroidery work: Aari. These motifs and patterns are the epitomai of grace and elegance. They have a signature, complex designs that are primarily oriental, floral, or geometric in style.

What’s Unique?
Everything in the package is reminiscent of the valleys of Kashmir. The surface graphics were designed to showcase the Aari work, of the valleys. Kahwa tea is enjoyed amongst locals at home while being seated on Aari embroidered carpets. The package brings out the essence of that moment of warmth. The logo is Handwritten, the logotype created is monolinear. The curves represent the valleys in Kashmir, the course of the water bodies as they make their way through the mountains. The patterned motifs and handwritten logotype together form the essence of Kashmir.