Fulsome

Client: Fulsome
Design Studio: AbbyDraw Design
Country: India
Packaging Contents: Dosa Ready Mix & Idli Ready Mix
Packaging Material: Gloss-laminated stand-up pouches (flexible packaging)
Printing: High-quality offset/screen printing with sharp, vibrant colour finishes

Project Overview

Fulsome, an evolving Indian FMCG brand, introduces a modern and consumer-friendly packaging identity for its Dosa and Idli Ready Mix range. The goal was to create a visual system that communicates authenticity, convenience, and everyday reliability while standing out in India’s highly competitive food-mix category.

The packaging blends traditional South Indian culinary cues with bold, contemporary FMCG aesthetics, resulting in a clean, flavourful, and instantly recognisable shelf presence.

Design Concept – “Authentic Indian Taste, Ready in Minutes.”

This concept highlights the simplicity and convenience of Fulsome’s mixes—allowing anyone to prepare delicious dosas or fluffy idlis quickly and effortlessly.

Each pack communicates this through:

• Appetising food photography (crispy dosas, soft idlis)

• Bold, colour-coded packaging blocks

• Simple cooking icons for quick understanding

• Clear product naming and variant labels

• Quick-read badges such as Soft & Fluffy, Makes 10 Dosas, and Ready in Minutes

Together, these elements position Fulsome as a smart, reliable kitchen companion.

Packaging Design Elements – Unified System Structure

• Stand-up pouches for strong shelf visibility

• Gloss laminate to enhance colour richness

• Tear notch and resealable structure for user convenience

Typography

• Friendly, modern sans-serif logotype for “Fulsome”

• Bold, high-impact type for titles: DOSA READY MIX, IDLI READY MIX

• Clean sans-serif fonts for benefits, instructions, and serving details

Illustration & Graphics

• Minimal icon system showing preparation steps

• Serving quantity indicators

• Taste/texture badges (e.g., Soft & Fluffy Idlis)

• Sharp, realistic imagery for appetite appeal

Colour Strategy (as seen in the image)

• Red + Mustard Yellow – Classic Dosa Ready Mix

• Deep Green + Yellow – Soft & Fluffy Idli Ready Mix

• Dark Red (Hybrid Variant) – Premium Dosa Mix

These bold, contrasting colours help consumers instantly differentiate variants on retail shelves.

Variants Seen in the Image

1️⃣ Dosa Ready Mix (Classic Variant)

• Dominant colours: Red + Mustard

• Featuring crisp dosa photography with chutney

• Cues: Crispy & Easy, Makes 10 Dosas

• Positioned for everyday household use

2️⃣ Idli Ready Mix (Beloori’s Variant)

• Deep green to emphasise freshness and authenticity

• Highlights: Soft & Fluffy, Ready in Minutes

• Strong homestyle appeal

3️⃣ Hybrid Dosa Ready Mix (Premium Variant)

• Rich maroon to signal premium quality

• Larger plating visuals for appetite appeal

• Clean layout for clarity and easy reading

Back-of-Pack Story (Refined)

“Fulsome Ready Mixes bring authentic South Indian flavours straight to your kitchen. Made with carefully selected ingredients and perfected recipes, our mixes ensure soft idlis, crispy dosas, and consistent results every time. Quick to prepare and delicious to taste, Fulsome makes everyday cooking easier, faster, and truly enjoyable.”

Sustainability & User Experience

• Lightweight flexible pouches

• Gloss lamination for protection and long-lasting colour

• High-barrier material to preserve freshness

• Stand-up format for easy storage

Design Philosophy

The Fulsome packaging identity is crafted to feel:
✔ Modern
✔ Friendly for everyday use
✔ Authentic to Indian flavours
✔ Clean, bold, and trustworthy

With strong colour-blocking, a clear information hierarchy, easy-to-read typography, and appetising visuals, the packaging achieves both functionality and FMCG appeal.

Shelf Impact

Fulsome stands out on retail shelves thanks to:

• Bright, confident colour coding

• Large product titles visible from a distance

• High-quality food photography

• Clean visual hierarchy and iconography

• Glossy finish that enhances visibility

This ensures quick recognition, strong brand recall, and improved conversion at the point of purchase.

Final Thought

Fulsome Ready Mixes elevate Indian cooking convenience with thoughtful design, bold visuals, and a consumer-friendly layout. AbbyDraw Design has created packaging that feels appetising, reliable, and modern—perfect for today’s fast-paced households.