Pandigai Petti – Sri Krishna Sweets

Pandigai Petti — Sri Krishna Sweets

The Brief
Sri Krishna Sweets, one of South India’s most iconic confectionery brands, wanted a Deepavali (Festival of Lights) gift box that carried more than sweets — it had to capture emotion, nostalgia, and culture. While most festive packs in the market featured glossy sweet photos or decorative motifs, we saw an opportunity to create something people would treasure long after the celebration.

The Idea
In Tamil culture, a Petti (box) is more than storage — it’s where families keep homemade festive treats and memories. We reimagined this tradition through design — not as packaging, but as a keepsake of Tamil heritage. The concept was to show Deepavali as it’s truly lived — families preparing sweets, lighting lamps, and celebrating together.

The Process
We began by mapping memories from a Tamil Deepavali morning — murukku frying in ghee, kolam drawn at the doorstep, elders blessing the young. Inspired by Chettinad architecture and festive hues, we created a panoramic illustration — a 70mm story that captures an entire household in celebration, from entrance to backyard. This detailed artwork was then wrapped around a tin, turning it into a collectible piece of cultural storytelling.

The Outcome
The Pandigai Petti connected emotionally with people — not just as a festive product, but as a reminder of home.

It sold 22× more than projected and became a cherished keepsake — proving that when design carries culture, it lasts far beyond the season.