The View From… is a new column on It’s Nice That written by a team of international correspondents in major creative cities around the world. Every two weeks we’ll report on the design scene in these cities, exploring the topics that are making an impact on the local creative community there. This week, Payal Khandelwal is reporting from Mumbai.
Drawing from India’s rich history, architecture, art and craft, rituals, and languages (among many other things) in contemporary graphic design can do wonders if implemented and executed in a thoughtful, discerning way. And most importantly, if the references and inspirations are internalised and used as a springboard to create a new, refreshing language.
If you look at one category in particular – food and drinks – there are some packaging design examples that have managed to accomplish this herculean task. In my search, I found some scrumptious sweets, coffee, gin, feni (an exclusive Indian liquor), and local snacks. Each of their brands, created largely by Mumbai-based design studios, merge Indian cultural elements with contemporary design in the best possible ways. I’ve also included two projects that were designed out of Delhi, as the design scene in India often overlaps between major metros. These two designs are for homegrown gin brands – a category that’s experiencing a colossal surge in India and is a huge part of F&B’s creative story right now.
Bombay Sweet Shop is a young, hip brand that looks at Indians’ eternal love for traditional sweets through a new lens of ‘play’. Its goal is to create sweets and snacks that may seem familiar but actually flip the convention through presentation and flavours, which is reflected well in its delicious branding and packaging design work by Please See// – a studio that does a lot of exciting work in the F&B space.
The packaging is filled with maximalism, dazzling colours, unique Indian motifs, and fun illustrations, and often takes cues from established institutions and landmarks in the city. For example, the designs for Indian Cookies box and Barks are inspired from the flora and fauna in Rani Bagh, a pocket of greenery in the heart of Bombay. Some of the design inspiration, including the logo, also came from the Art Deco buildings in South Mumbai.
