Packaging range for a D2C snack brand, ready for print

Kurmura Co. sells roasted millet snacks in three flavours: masala, peri-peri and jaggery-sesame. It started on Instagram and its own website, and has just got into 120 modern-trade stores in Maharashtra and Telangana. The problem is the pack. It was designed for a phone screen: thin script fonts, a pale beige background and flavour names in small type. In-store, the store partner reports that shoppers cannot tell the flavours apart from 2 metres away, and sales per store are about 40% below the brand's online numbers.

The founder wants a new 80 g stand-up pouch range. Her brief: - the brand and the word "millet" must be readable from 2 metres on a crowded shelf; - the three flavours must be told apart in under 2 seconds by colour and name; - the back of pack must carry everything Indian food labelling rules require (FSSAI logo and licence number, veg mark, ingredients, nutrition per 100 g and per serve, allergens, net quantity, MRP, best before, manufacturer address and customer care); - the files must be print-ready for flexographic or rotogravure printing on a laminated pouch: correct dieline, 3 mm bleed, CMYK plus one spot colour at most, no text smaller than 6 pt, and a barcode zone.

You will write placeholder licence numbers and addresses, clearly marked as samples. You will visit two local stores to photograph the snack shelf, with permission, and test your designs with at least 5 shoppers.

Done looks like a shelf audit, mood boards and three concepts, a chosen design for all three flavours, a full back-of-pack, print-ready PDF files with a spec sheet, and a shopper test.