Dave Premium Spices
Branding | Packaging Design | Adaptation | Brand Assets
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A "Papad-igm" Shift: Giving India’s Favorite Crunch a Front-Row Makeover
Dave Masala Pvt. Ltd. came to us with a delicious dilemma: how do you take a household staple like the papad something usually found in “blink-and-you’ll-miss-it” transparent bags and turn it into a shelf-stopping superstar? With two very different siblings to introduce the high-tech 444 (Machine-Made) range and the soulful Saccha (Handmade) range we had to make sure both found their rhythm without stepping on each other’s toes.
The Challenge: Crushing the Clutter
Let’s be honest: the papad aisle is usually a chaotic mess of unorganized brands and “vintage” (read: archaic) designs. Scanning the sea of competitors, we saw plenty of plastic but very little personality. The gap was clear: no one was successfully telling the story of how these papads were born. We needed to communicate the clinical precision of a machine and the loving touch of an artisan, all while ensuring the brand’s “Indori” heart kept beating loud and proud.
The Solution: A Tale of Two Textures
Our solution was a masterclass in “Split Personality” branding. We decided to stop selling just snacks and start selling a “Formula for Happiness.”
For the 444 Range (The Modern Hustler): We went bold. We used a vibrant, color-coded palette Yellow, Magenta, and Orange because your eyes should taste the spice before your tongue does. By adding “Machine Made” stamps and “Tasty-Light-Crunchy” icons, we gave the modern, hygiene-conscious consumer a reason to swipe right. It’s consistent, it’s clean, and it’s predictably perfect.
For the Saccha Range (The Artisanal Soul): “Saccha” means true, so we kept the design honest. We leaned into a premium white canvas a bold move in a category that fears empty space. By adding a mnemonic for hand-rolling dough, we wrote a thank-you note to tradition. It’s minimalist, it’s “Indori,” and it’s unapologetically authentic.
The Conclusion: Rolling in the Deep (Flavor)
The result? A packaging duo that resonates across generations. We bridged the gap between the grandmother who insists on handmade and the millennial who demands machine-clean consistency. By celebrating both the art and the heart of papad-making, we didn’t just launch a product; we gave Dave Ka Divya the “stopping power” it deserved.
The market is cluttered, but for Dave Ka Divya, the future looks and tastes incredibly crisp
