Fudge Affa’re

Posted on



Design: Anushri Shivkar
Location: India
Project Type: Student Project
School: MIT Institute of Design, Pune
Tutor: Prof. Ranjana Dani
Packaging Contents: Jaggery based Fudge
Packaging Substrate / Materials: Paperboard (Sugarcane waste), boxboard and butter paper

Jaggery is the golden ingredient of many Indian desserts and gravies. It has always been a great part of Indian traditional cooking for it’s ayurvedic properties but, unless told, millennials are unaware of the benefits of jaggery.

Scenario Study:

  • The hectic lifestyle does not allow people to reflect on how the food they eat affects their physical system (in a positive or a negative way)
  • People with sitting jobs or desk jobs are more prone to have unhealthy eating habits or lifestyle
  • Many women experience intense food cravings in the week or two before their periods
  • Most of us almost out of reflex start hunting for something sweet after every meal

Here is when a hypothetical jaggery based fudge brand Fudge Affa’re (Affair: indulgence of the person with the fudge and fare: a range of food of a particular type i.e. jaggery) comes in as a nutritional snack option in modern time. Eating a block of jaggery alone is boring so why not have healthy jaggery fudge with different berry flavors and make it more interesting, which can attract younger people for healthy eating with attractive traditional yet contemporary packaging, color scheme and an easier way to handle the pack to carry around in daily life.
Indian mothers try to include jaggery in her child’s/family’s meal to provide nutrition. Taking inspiration from the Indian mother’s Fudge Affa’re tries to promote and support women empowerment and employment.

Brand Concept
Through and beyond the frame: People munch on snacks while they travel, work, read, etc. So they are set in a frame while doing respective activities, here the fudge comes in to give them an experience which takes them through and beyond the set frame of indulgence and health at the same time.

Brand Strategy
A famous chef reference is to be used to promote an expert handcrafted gourmet recipe.

Brand Story
Fudge Affa’re offers you a range of gourmet jaggery fudge specially handcrafted by Chef Anamika Dhoni. Our kitchen runs on 100% female employees, contributing to women employment and empowerment.

Each piece of wholesome jaggery fudge is made with care, from the finest ingredients with considering their nutritional values. Jaggery acts as a natural sweetener and provides energy along with indulging berrylicious flavors to satisfy your sweet tooth.

Design Strategy

  • Connotation and denotation of chef as a queen (flip female figures on cards) of nutrition
  • Earthy & cultural quotient in packaging for reviving the motherly roots with contemporary look
  • Information about the benefits

What’s Unique?

  • Healthy Jaggery Fudge with sustainable packaging
  • Handy triangular packs that can fit anywhere with interesting triangular pieces of fudge to munch on
  • Visually highlighting the earthy goodness of jaggery and other ingredients by using subtle yet vivid colors