An invitation to dine at the Haldiram’s family table
Packaging Range Design
Packaging Portfolio Design Strategy
Food Photography Art Direction
Packaging Guidelines
Done while at DesignBridge. 2022
Food photography by Saba Gaziyani
The world of food has undergone seismic changes in the last few years. The frozen ready to eat food aisle is no different. Haldiram’s competitors across the globe have upped their game by successfully leveraging the codes of new-world food. However, Haldiram’s frozen food packaging felt like it was from a bygone era.
Looking to reinvigorate their frozen food range, we delved straight to the heart of what Haldiram’s stood for. Being over 80 years old, still family owned, born and bred in India, they are one of the few that really understands what food means to family. This is where the idea for the packaging range was born: an invitation to dine at the Haldiram’s family table.
Our new design system is a modern twist on what makes Haldiram’s unique: age old recipes, traditional cooking techniques and the use of fresh ingredients. Working with an Indian food photographer based in Mumbai and a team of stylists and cooks, we were able to create dishes that looked like they came straight from a local family kitchen to your table.
Looking to reinvigorate their frozen food range, we delved straight to the heart of what Haldiram’s stood for. Being over 80 years old, still family owned, born and bred in India, they are one of the few that really understands what food means to family. This is where the idea for the packaging range was born: an invitation to dine at the Haldiram’s family table.
Our new design system is a modern twist on what makes Haldiram’s unique: age old recipes, traditional cooking techniques and the use of fresh ingredients. Working with an Indian food photographer based in Mumbai and a team of stylists and cooks, we were able to create dishes that looked like they came straight from a local family kitchen to your table.
