Creating a daily option of snacking by mixing food, moments and memories

  • Food
  • Product Strategy
  • Product Narratives
  • Packaging Design System
  • Brand Communication

Nookad Namkeen is a product of Nookad Nation – a peppy brand that is woven intricately into the homely street food culture. It wraps together the heritage that a generation of Indians has grown up with, with a vibrant, youthful vibe in a wide range of namkeens. Standing out in the cluttered snacks marketplace, the namkeens deliver a typical Indian katta style experience that not only satiates the appetite, but delivers the authentic Indian taste.

Challenge

To introduce Nookad Namkeens as a daily snack of choice in an overcrowded segment

Approach

Forge an emotional connection between moments of joy of a simple life and heartening food

Nookad

Desi culture and the touch of the hand

The packaging captures the unforgettable street food culture and makes way for people to walk down the memory lane with every bite. The product names in hand lettering add spontaneity to the brand, while the vibrant typography, bright colours from the streets infuse a sense of nostalgia. The bold illustrations, unique to every pack, make everyday moments much lighter.

Nookad
Nookad
Nookad
Nookad

A story in every lane

Nookad Namkeen steps away from the category’s clichéd look and feel and bursts out with a gush of vibrant colours and unique flavours. It brings alive the moments of joy and memories with chatpata flavours. The challenge was to strike a chord with the consumers at the first glance. The unique illustrations reflecting different day to day scenarios with a hint of the proudly being Indian and desi: a vibrant colour palette picked from the streets on India.

Nookad
Nookad
Nookad
Nookad
Nookad
Nookad