Icarus Design

Bengaluru, Karnataka, India

Helping India’s Leading Flour Brand Foray into Rice.

Range Architecture, Pack Designs, Food Styling & Photography.

It’s all ingrained!
As India’s biggest atta brand, everybody knows Aashirvaad. And if there’s anything that’s consumed as much as atta in India, it’s rice. With the source story framed within a grain of rice, we brought the brand alive in a new context. Rice also brought with it the complexity of multiple varieties for different regions and price points. Our visual architecture allowed for this while holding on to a family look – giving Aashirvaad the perfect start in its biggest challenge for a while!