Agency: Rubecon Communications
Art: Alexander Zachariah, Smitha Rao & Diya Susan Pallikal
Copy: Sajan Prathap Singh & Vishal Sudhir
Brand Managers: K. Muralidaran & Nishant Kaushik
Illustrator: Narendar N.
Food Retouching & 3D: Nei Ramos
Print Consultant: K.K Shivakumaran
Project Type: Produced
Product Launch Location: India
Packaging Contents: Flour
Packaging Substrate / Materials: LDPE lamination on PET substrate
Printing Process: Roto-Gravure Printing
Shivtara’s legacy goes all the way back to 1920 when the Sahuwala family started making Chakki Atta (whole wheat flour) in traditional stone grinders. While the brand had its origins in Rajasthan, the family later took its operations to the Deccan city of Hyderabad, home to the Deccan miniature style of painting – which is what inspired the visuals on the packaging. We built on this traditional art form to tell the story of how fresh wheat is bought from the farms to the table – incorporating food shots that looked delicious but at the same time, carried a sense of homeliness.
Inspired by the miniature style of painting that was popular in Rajasthan and the Deccan region, this packaging design sought to introduce the rich history of the brand to the current generation.