Gudhgrams

ABOUT

Gudhgrams is a Jaggery brand based out of Kanpur, India. The packaging design was done for their product – Pinch.

Pinch, from the House of Gudhgrams, is a delicious concoction of powdered jaggery flavored with delicious fruits and rich spices. Infused with potent indigenous herbs & packed in super easy to eat pouches. Pinch is 100 percent natural & free from any artificial sweeteners.

BRAND’S STORY

“Gudhgrams is an ode to my father, my childhood hero and constant for life. My father loves MEETHA (sweets). From ghee-laden sugary mithais to fancy chocolates to sugary- savouries. His preference for a taste to linger on after every meal is the sinful taste of sugar.

A post covid regular medical check-up found him to be borderline diabetic, robbing him of his love for – sugar. Growing up in the by-lanes of Kanpur, a city known for its sweets and savoury snacks, borderline diabetes was never a condition my super-active father imagined he would encounter. For someone obsessed with his daily sugar hit, this was quite a downer. I can only claim to understand his pain as I am no different, I love sugar. But this was a wake-up call for our family and the entire household went all-in on cutting down our sugar intake. The effects? Well, the food tasted meh and we had to constantly battle with the daily sugar cravings.

This changed the day my Nani visited us and smirked at our obsession with no sugar diets. I remember her words, “Gudh khao Gudh, koi dikkat nai hogi chini wali” Jaggery! Eat jaggery, no concern related to sugar will occur”. Her words shone like a ray of hope for our sugar-deprived household. We started having Gudh after meals and it worked like a charm. I decided to dig a little deeper and was amazed to learn that jaggery is a storehouse of rich minerals like – Magnesium, Potassium, Iron, Zinc, etc & is known for stimulating positive gut health by activating digestive enzymes.

The inspiration to create “flavoured Jaggery” occurred during a daylong hustle to make healthy mithai from Gudh. That’s the moment I now call “The sweet epiphany”. A year and a half later after countless hours of obsessing over new flavours, delicious ingredients, and the magic of potent Indigenous herbs in Mom’s kitchen, Gudhgrams is now a reality.

I believe we cannot take sugar out of the equation in our quest for a healthy lifestyle, it is the delivery mechanism that matters- Gudh breaks down rather slowly in the blood vessels thus spreading the release of energy over a prolonged period of time safeguarding our vital organs like liver & kidney from sudden Insulin spikes caused by processed sugar. I do not profess or claim that this is a magic powder that makes your sugar worries disappear but it sure will solve a lot of problems that artificial sugar and sweeteners have subjected the sweet-loving nation of ours. As I work on creating a super tasty and equally healthy “Meetha empire” with my able companion Gudh, I welcome you to enjoy “Gudh” that’s good.”

– Manas (Co-Founder, Gudhgrams)

SOLUTION

Flavored jaggery powder is a rare product and thus the packaging had to highlight the uniqueness of the brand. The client graciously gave a complete blank canvas and said to create something that encapsulates the essence of our products in a distinctive and playful manner. Since most of the jaggery products in the market were simply depicting photographs of jaggery along with abstract vector elements, we wanted to break through with an absolutely imaginative concept. We decided to create a delicious dreamscape that is whimsical and realistic at the same time. The packaging illustration has big scrumptious Jaggery pieces as the mountains, the two main ingredients of the product have been shown as the main characters of this world and in the middle of it all a stream of mouth-wateringly tasty jaggery powder flows along with the small pieces of the other two ingredients. A surreal world fit for a surreal tasting product!

RESULT

This design tapped into all the aspects that the client wanted to be highlighted and was highly appreciated by the customers as well. The master template of the packaging also encouraged the ease of creating several variants while maintaining the brand language throughout. The final printed designs brought forth the brand’s core essence of uniqueness, deliciousness, freshness, premium quality, and intricate flavors.