Aashirvaad Chakki atta

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Design: Siddharth yadav
Location: India
Project Type: Student Project
School: MIT Institute of design
Tutor: Prachi Shah
Packaging Contents: Wheat flour
Packaging Substrate / Materials: Cardboard, HDPE, nylon, tin
Printing Process: Flexography

Wheat being a cereal crop in Indian homes is majorly bought in bulk quantities , example 5kg and 10kg packs. Sold in just plastics packets its quite difficult to handle and manage. The observed behavior was people prefer to transfer the contents of the existing packaging in a separate container for use in kitchen.

which lead to the intrinsic thought of the design solution. what if, we can provide a container like packaging which integrates the separate container and brand message of purity and the promise of “chakki (manual stone grinder) fresh atta” (flour).

The packaging’s form is a loft between a square and a circle . At the top , the lid is in the shape of a chakki which when rotated opens the container, delivering the same feel of operating a chakki to get to your flour.

What’s Unique?
The packaging eliminates the need of having a separate container to transfer the flour and has the ease of access. the lid is in the shape of a chakki which when rotated opens the container, delivering the same feel of operating a chakki to get to your flour. This also plays a psychology role having to see the branding of Aashirvaad every time you use your flour and develops a brand loyalty habit.