Rasvihaar
Rasvihaar
Project Context
Project Context
Rasvihaar was conceived to bring authentic Gujarati snacks to a wider audience, bridging the gap between regional culinary heritage and modern consumer expectations. Existing brands often failed to convey the richness and cultural authenticity of Gujarati cuisine, either leaning too heavily on traditional visuals or adopting generic, mass-market aesthetics. This project explored how branding and packaging could honor tradition while appealing to contemporary consumers.
Rasvihaar was conceived to bring authentic Gujarati snacks to a wider audience, bridging the gap between regional culinary heritage and modern consumer expectations. Existing brands often failed to convey the richness and cultural authenticity of Gujarati cuisine, either leaning too heavily on traditional visuals or adopting generic, mass-market aesthetics. This project explored how branding and packaging could honor tradition while appealing to contemporary consumers.
Opportunity & Insight
Opportunity & Insight
Research revealed that consumers increasingly value authenticity, storytelling, and visual appeal when choosing packaged snacks.
There was an opportunity to position Rasvihaar as a brand that celebrates Gujarat’s culinary heritage while offering a modern, approachable identity. Insights from user surveys indicated that
vibrant, culturally resonant visuals paired with clear product
messaging would help establish trust and engagement with
both regional and national audiences.
Research revealed that consumers increasingly value authenticity, storytelling, and visual appeal when choosing packaged snacks.
There was an opportunity
to position Rasvihaar as a brand that celebrates
Gujarat’s culinary heritage while offering a modern, approachable identity. Insights from user surveys indicated that vibrant, culturally resonant visuals paired with clear product messaging would
help establish trust and engagement with both regional and national audiences.
Research revealed that consumers increasingly value authenticity, storytelling, and visual appeal when choosing packaged snacks. There was an opportunity to position Rasvihaar as a brand that celebrates Gujarat’s culinary heritage while offering
a modern, approachable identity. Insights from user surveys indicated that vibrant, culturally resonant visuals paired with clear product messaging would help establish trust and engagement with both regional and national audiences.
Brand Strategy
Brand Strategy
Heritage Anchors
Incorporating Gujarati folk art, motifs, and cultural symbolism to reinforce authenticity.
Heritage Anchors
Incorporating Gujarati folk art, motifs, and cultural symbolism to reinforce authenticity.
Contemporary Appeal
Using clean layouts, modern typography, and a vibrant color palette to attract younger consumers and convey freshness.
Contemporary Appeal
Using clean layouts, modern typography, and a vibrant color palette to attract younger consumers and convey freshness.
Storytelling
Highlighting the provenance and uniqueness of each snack to build an emotional connection and differentiate the brand from competitors.
Storytelling
Highlighting the provenance and uniqueness of each snack to build an emotional connection and differentiate the brand from competitors.
User-Centric Considerations
User-Centric Considerations
The packaging was designed for clarity and ease of use, with intuitive labeling and visual cues to help consumers identify flavors and product type quickly. The form also emphasized shelf presence, ensuring Rasvihaar stood out among other snack brands. Iterative testing with target users helped refine color contrasts, iconography, and layout for maximum visual impact and cultural resonance.
The packaging was designed for clarity and ease of use, with intuitive labeling and visual cues to help consumers identify flavors and product type quickly. The form also emphasized shelf presence, ensuring Rasvihaar stood out among other snack brands. Iterative testing with target users helped refine color contrasts, iconography, and layout for maximum visual impact and cultural resonance.
Outcome
Outcome
Rasvihaar emerged as a distinctive, culturally grounded brand that balances authenticity with modern appeal. The packaging and identity system successfully communicates heritage while attracting a broader audience, increasing brand visibility and creating a strong emotional connection with consumers. The project demonstrates the ability to integrate cultural insights into contemporary branding, developing a visual and strategic system that works across touchpoints.
Rasvihaar emerged as a distinctive, culturally grounded brand that balances authenticity with modern appeal. The packaging and identity system successfully communicates heritage while attracting a broader audience, increasing brand visibility and creating a strong emotional connection with consumers. The project demonstrates the ability to integrate cultural insights into contemporary branding, developing a visual and strategic system that works across touchpoints.
