Design: Madhura Godambe
Project Type: Student Project
School: MIT Institute of Design, Pune
Tutor: Prof. Ranjana Dani
Packaging Contents: Healthy Jaggery based Fudge
Packaging Substrate / Materials: Paperboard
Printing Process: Offset Printing with Spot UV emboss
The project undertaken is for a hypothetical brand that sells flavoured Gourmet jaggery fudge. The project covers the process of branding, illustration, packaging design, and content writing for their product.
Fudgery is a hypothetical brand handcrafting Gourmet Jaggery Fudge with a fusion of different flavours. Nowadays 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). One of the best ways to bring the digestive system back on track is to include Jaggery in everyday diet. Jaggery is the golden ingredient that can help people keep medicines at bay. Fudgery is introducing Healthy Gourmet Jaggery Fudge, which is a better and easier way to consume jaggery or include jaggery in your diet.
Flavours by Fudgery:
- Jamun Limachio- It contains a fusion of Jamun, Lemon, and Pistachio along with Jaggery. A common health factor for all these flavours is that they improve vision and are good for the eyes.
- Litchi Cocomund- Litchi, Coconut, and Almond flavoured Fudges fuse with Jaggery improves the functioning of the heart, and strengthens heart muscles.
- Jackfruit Aprinut- Jackfruit, Apricot, and Walnut along with Jaggery are good sources of energy and enhances muscle strength.
The word Fudgery is a fusion of Fudge and jaggery, which also sounds like fun we have while creating something new by experimentation. It also gives a hint of a unique product by a Brand that is NOT YOUR EVERYDAY Fudge!
Jaggery in India symbolises Health, Tradition, Happiness, Prosperity, Wealth, Richness. To reflect the contemporary yet classic vibe of the brand, the design concept used in packaging is reflecting all the factors associated with Jaggery to juxtapose and rearrange to form Mandala which is a modern form of Rangoli. Rangoli is a colourful traditional Indian decoration and pattern made with different elements.
A packaging Idea is a box that blooms or expands in a bowl on opening which gives presentable look. This box can be served alongside a food buffet as a healthy dessert during house parties or kitty parties. The box gets back to its original compact form on closing, so it can be easy to carry while traveling. There is a small pocket provided on the backside of the box to throw wrappers which is a small attempt by a brand towards cleanliness and hygiene.
Fudgery is incorporating a traditional yet modern vibe via packaging through colourful and poppy illustrations and colours. Visuals in Mandala even highlights the health factor of flavours and the product. The blooming factor of a box is a key feature that solves the problem of serving a dessert in a box and the pull-back mechanism of packaging on closing makes it compact and easy to carry while traveling. Also, the small pocket on the box is a thoughtful addition to the packaging.