Design: Ojasve Nanda
Project Type: Student Project
School: MIT Institute of Design
Tutor: Rajendra Thakre
Packaging Contents: Kaanji
Packaging Substrate / Materials: Glass
Haanji Kaanji is a hypothetical brand that sells “kaanji” a fermented beetroot and carrot probiotic drink. It is made by naturally occurring bacteria and yeast found in air and vegetable skin, having various health benefits. The recipe hails to be a North Indian tradition, now lost in our fast-paced lives. The brand aims to revive the culture and tradition of Punjab, the root of kanji, in modern and fun packaging.
The design is made by taking into consideration the flavours the drink beholds. Kaanji is a drink with multiple layers of flavours and feels like a pataka(firecracker) in the very first sip. Therefore, the packaging is fun and colourful. The design has two main aspects, one being the pattern, inspired by Phulkari( traditional embroidery of Punjab) and the handwritten logo “Haanji”, to imbibe the feeling of handmade or “andaaza” which happens to be the key ingredient of the drink.
Overall the brand aims to imbibe a fun image to a drink which is considered old school and not cool in its native region to attract the youth to a healthier alternative to soft drinks and packaged juices which are full of preservatives.