Kushi Corn Sticks

ABOUT

Kushi is a brand that produces corn snacks with Indian spices. This brand targets the younger generation, who are seeking new and vibrant flavors. The new collection features a line of corn sticks with unique flavors made from a natural blend of Indian spices: tomato-methi, mango-ginger, and coconut-pepper.

SOLUTION

Since the brand’s core idea is built on Indian spices and bold flavors, the packaging’s central metaphor is rooted in India’s cultural traditions: the practice of eating with one’s hands and the eloquent art of mudras—the symbolic hand gestures used in classical Indian dance.

The packaging embodies a stylized representation of Indian ornamentation and culture. Each flavor is given life through a unique gesture of a dancing hand, as if introducing a new star of Indian dance. This visual language not only narrates the flavor story but also personifies the product. Beyond the gesture, a clear color-coded classification is implemented: each flavor is assigned a distinct color that corresponds to the key spices in its composition, ensuring instant recognition and a harmonious visual system.

RESULTS

This creates a vibrant and spirited character for the youth-oriented snacks, introducing Indian culture to a wide audience in a fresh and accessible way. The birth of new, bright, and unique stars is witnessed on every pack. Meet them!