The most interesting design challenges live at the intersection of contradictions.
For Marico Limited Saffola's Cuppa Oats, we faced a fascinating paradox: How might we create packaging that feels indulgent and convenient while subtly communicating nutritional benefits?
This project required us to reimagine category conventions altogether. Rather than building from traditional oats packaging architecture, we observed how younger consumers interact with on-the-go food products. The result merges the bold visual language of convenience foods with Saffola's trusted health positioning—creating something entirely new in the process.
Link to the Case Study
