Mul

Design: Alisha Khan
Location: India
Project Type: Student Project
School: MIT Institute of Design
Tutor: Prof. Dr. Ranjana Dani
Packaging Contents: Plant Packaging/Seed packaging
Packaging Substrate / Materials: Acrylic/ HIPS box
Printing Process: Digital Print

Mul captures the essence of Indian cuisine through packaging that features vibrant green leaves such as coriander and mint. The dynamic imagery of hands skillfully preparing coriander stems brings to life the sensory experience of cooking in an Indian kitchen. With rich colors and engaging visuals, our packaging invites consumers to immerse themselves in the authentic flavors of India.

What’s unique?

Amidst the COVID-19 pandemic, Mul responds to the surge in self-sufficiency and wellness among those aged 35-50 with our Indian Culinary Herb Starter Kit. Tailored to meet the desire for home gardening and cooking exploration, This kit provides fresh herbs for culinary creativity. By targeting this demographic, we offer convenience and engagement, aligning with a lifestyle focused on health and creativity amidst pandemic challenges.

Target Audience:

• Millennial and Gen Z urban dwellers.
• Gardening enthusiasts.
• Eco-conscious consumers who value plants.

Brand Values:

• Tradition
• Purity
• Sustainability
• Innovation
• Community
• Warmth

Brand Concept:

1. Cultural Connection: “Mul” means root/origin in Sanskrit, linking to Indian agricultural roots.
2. Recognizability: Widely understood across India.
3. Traditional Appeal: Evokes rich Indian farming heritage.
4. Memorability: Short, simple, and easy to remember.
5. Symbolism: Represents the foundational nature of seeds.

Design Approach

In the Indian Culinary Herb Starter Kit, it capture the enchanting movement of leaves within the kitchen. Inspired by this organic dance, this packaging incorporates elements that evoke a sense of fluidity and grace. Vibrant colors and dynamic patterns mimic the playful sway of leaves, infusing the design with energy and vitality. Furthermore, the packaging is designed to be lightweight and flexible, allowing for easy movement and interaction with the herbs inside. By integrating this natural movement into this design, this creates a sensory experience that brings the essence of a garden into the heart of the kitchen, fostering a connection to nature and inspiring culinary creativity.

Inside the lid of the “Mul” box, you’ll find an easy-to-follow instruction guide to ensure your herb garden thrives. Step-by-step, it walks you through the process of sowing and caring for each seed variety, from coriander to mint, cardamom, and chilies. With clear illustrations and helpful tips, you’ll learn the best practices for watering, sunlight exposure, and harvesting. Whether you’re a seasoned gardener or a novice, this guide empowers you to nurture your plants with confidence, so you can enjoy a bountiful harvest of fresh herbs right in your own kitchen.

Gond Art used for Indian essence in the packaging

I chose these dynamic Gond art lines for our “Mul” packaging of culinary seeds like coriander, mint, cardamom, and chilies to celebrate the vibrancy and zest these herbs and spices bring to my kitchen. The bold, expressive lines symbolize the robust flavors and lively essence of these ingredients, while the bright colors reflect the excitement and joy of culinary creativity. Each packet not only safeguards the seeds but also conveys the rich, cultural heritage and spirited energy that these plants will add to my dishes.

Things inside the Mul Box:

Indian Herb Seeds: Coriander (Dhaniya) Cumin (Jeera) Fenugreek (Methi) Mint (Pudina) Curry Leaves (Kadi Patta) Potting Soil Mix: Pre-prepared soil mix optimized for herb growth, including organic matter and nutrients. Organic Manure: A natural fertilizer to enrich the soil and  promote healthy growth of the herbs, ensuring they receive  essential nutrients for optimal development. Plant Markers: Labels or markers to identify each herb once planted. Watering Can or Sprayer: To ensure proper hydration of the herbs. Gardening Gloves: Protect hands while handling soil and plants. Apron: To keep clothes clean while gardening.

“Mul” packaging of culinary seeds like coriander, mint, cardamom, and chilies to celebrate the vibrancy and zest these herbs and spices bring to my kitchen. The bright colors reflect the excitement and joy of culinary creativity, capturing the essence of the robust flavors and lively essence of these ingredients. Each seed packet, sized at 8″ x 8″ x 4″, is housed within a larger 20″ x 4″ x 4″ box. This box not only safeguards the seeds but also conveys the rich cultural heritage and spirited energy that these plants will add to my dishes.

Plus, the box itself can be converted into a pot, making it easy and convenient to start your herb garden right at home.