All work
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Festive packaging · Diwali
2023
Phuljhadi Sweets
A Diwali gift range for a ninety-year-old mithai shop: twelve boxes that open like palace doors, foiled in gold and lit by painted fireworks.
Client
Phuljhadi Sweets
Role
Packaging design, illustration direction, press checks
Year
2023
Outcome
The festive range sold through three weeks before Diwali.
The brief
Phuljhadi has sold sweets from the same corner since 1934. Every Diwali the queue goes round the block, but the boxes were plain white card with a rubber stamp.
The approach
We designed a set of twelve boxes with doors that open from the centre, like the gates of a palace. Inside each lid is a painted night sky, and the fireworks are picked out in hot gold foil.
Made to be kept
The boxes use a heavier board than most mithai packaging so families can reuse them for jewellery and letters. Customers now bring old ones back to show us.
The outcome
The festive range sold through three weeks before Diwali.
12
festive boxes in the Diwali range
3 weeks
to spare: sold out before Diwali
90
years of shop history, foiled in gold
Credits
Box engineering: a Jaipur carton maker · Foiling: a family press in Sanganer · Illustration: the studio
