Gud Route – Jaggery based Fudge

Posted on

Derrick Lin


Design: Shreya Bhide
Location: India
Project Type: Student Project
School: MIT Institute of Design, Pune
Tutor: Prof. Ranjana Dani
Packaging Contents: Fudge
Packaging Substrate / Materials: Paperboard

Gud Route (Gud- Jaggery in Hindi + route- taking the jaggery route instead of sugar) is a hypothetical jaggery based products brand. The name resonates with millennials due to its Hinglish connotation. The brand is introducing ready to eat Jaggery based fudge. Nowadays the hectic lifestyle does not allow people to reflect on how the food they eat affects their health. People with desk jobs are more prone to have unhealthy eating habits or lifestyle. One of the best ways to bring the digestive system back on track is to include Jaggery in everyday diet, as it has many health benefits. The main motive of the brand is to spread awareness about the benefits of jaggery in our diets. Fudge is one of the easiest and fun ways to consume jaggery.

The product comes in a hexagonal box. There are 4 different flavours- Coconut and Almond, Fig and Dry-fruits, Orange-Lemon and Rose Petals & Chai and Ginger. The target audience of the brand is 20-35 y/o, upper middle class, health conscious people who are willing to try new things.

Fudge has never been this healthy before!

What’s Unique?
The illustrations have vivid colours to make it more attractive, energetic, peppy and fun. Some people don’t like jaggery, so by just looking at the packaging they might feel interested in the product. The packaging has modern, experimental, craft and wellness aspects to it. It has ingredient based illustrations with abstract forms to give the feel of gooey, delicious fudge.