Image Credits: Ushma Dhakan and Team Vego
Cafe Vego
Packaging Design
In the heart of Bur Dubai's historic streets, Cafe Vego beckons with quick, budget-friendly, and delicious food. Their menu shines with innovative twists on Indian street food, infusing classic flavours with unexpected ingredients for unique and satisfying dishes.
Objectives
For Diwali, the festival of lights, we embarked on a vibrant journey to design packaging for Vego that captured the spirit of the occasion. We envisioned a design that resonated with Indian audiences, celebrating the colours and traditions associated with Diwali.
Challenges
We understood that a one-size-fits-all approach wouldn't do for their packaging. We segmented Vego's audience, recognising the distinct needs of festive shoppers seeking vibrant Diwali packaging and budget-conscious daily consumers.
The Foundation
With bold hues, particularly yellow, symbolising the festival's essence, delicate floral forms and creepers intertwined. We also incorporated the lotus flower, a well-recognised symbol of purity and prosperity in Indian culture.
The Process
For Vego's makhana and chikki boxes, targeted at daily consumption, affordability was key. We reimagined the classic chikki packaging, giving it a contemporary twist that aligned with Vego's fusion food and flavors. For variation, we drew inspiration from iconic Indian mithai like Kaju Katli and Ladoo. The diamond shapes mirrored the sweets themselves, creating a playful and instant connection. Four unique versions, each inspired by different mithai, offered a delightful variety for the festive season.
The Final Canvas
Through these distinct packaging designs, we showcased versatility and cultural sensitivity. We carefully blended tradition with contemporary aesthetics, creating packaging that resonated with diverse audiences while staying true to Vego's brand identity.
Design Team
Anushkha Advani, Hitesh Bhanushali, Rhea Shanghvi, Shreeya Patil, Yashashree Arawkar
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