Packaging
Mumbai Dabbawala
Reviving the generational food delivery system by rebuilding the connection between the brand and its customers, using Bollywood and cultural references.
Packaging
Mumbai Dabbawala
Mumbai
Dabbawala
Reviving the generational food delivery system by rebuilding the connection between the brand and its customers, using Bollywood and cultural references.
Reviving the generational food delivery system by rebuilding the connection between the brand and its customers, using Bollywood and cultural references.
A six-sigma organisation declared by Harvard
Mumbai Dabbawalas, a tiffin service company, delivers home-cooked meals to offices with a unique tech-free coding system. The post pandemic work-from-home culture poorly affected their business. Challenges now include low brand relevance, lack of cohesive identity, and a coding system that holds little meaning for consumers.
Six-sigma organisation declared by Harvard
Mumbai Dabbawalas, a tiffin service company, delivers home-cooked meals to offices with a unique tech-free coding system. The post pandemic work-from-home culture poorly affected their business. Challenges now include low brand relevance, lack of cohesive identity, and a coding system that holds little meaning for consumers.
Rebranding
For a brand that has existed for over 100 years, minimal changes were made while maintaining the nostalgic charm. Inspired by Indian spices, the primary color palette reflects vibrancy, with secondary colors mirroring the chaos of city life. The different styles used in the packaging cater to diverse audiences, fostering connections beyond the brand. Options for seasonal packaging allow collaborations with local artists and the eco-friendly cloth bag doubles as a collectible, promoting the city's food, art, and culture.
User Journey
User Journey
User Journey
For a brand that has existed for over 100 years, minimal changes were made while maintaining the nostalgic charm. Inspired by Indian spices, the primary color palette reflects vibrancy, with secondary colors mirroring the chaos of city life.
For a brand that has existed for over 100 years, minimal changes were made while maintaining the nostalgic charm. Inspired by Indian spices, the primary color palette reflects vibrancy, with secondary colors mirroring the chaos of city life.
The cloth-insulated case captures the vibrant essence of Mumbai's rich culture, including a nod to Indian cinema. Through symbolic motifs and the iconic skyline and local idioms the dynamic work culture, lifestyle, and broader cultural tapestry of the city is reflected.
Reimagining the coding system
The dabbawalas use a unique alphanumeric coding system to track pickup locations, drop-off points, and railway stations. This system was reimagined to add more meaning for customers while keeping the original structure intact to avoid confusion.
Reimagining the coding system
The dabbawalas use a unique alphanumeric coding system to track pickup locations, drop-off points, and railway stations. This system was reimagined to add more meaning for customers while keeping the original structure intact to avoid confusion.
The cloth-insulated case captures the vibrant essence of Mumbai's rich culture, including a nod to Indian cinema. Through symbolic motifs and the iconic skyline and local idioms the dynamic work culture, lifestyle, and broader cultural tapestry of the city is reflected.
The cloth-insulated case captures the vibrant essence of Mumbai's rich culture, including a nod to Indian cinema. Through symbolic motifs and the iconic skyline and local idioms the dynamic work culture, lifestyle, and broader cultural tapestry of the city is reflected.
Approach
Approach
Approach
The approach is rooted in personal experiences and insights from individuals with PCOS, with a focus on addressing user emotions and crafting a tangible packaging experience to enhance their journey.
The approach is rooted in personal experiences and insights from individuals with PCOS, with a focus on addressing user emotions and crafting a tangible packaging experience to enhance their journey.
Reflection
Reflection
Reflection
I envision the possibility of expanding into a comprehensive wellness brand, offering products tailored for menstruation and PCOS. Moving forward, I am committed to continuously pushing the boundaries during photoshoots to bolder media representations.
I envision the possibility of expanding into a comprehensive wellness brand, offering products tailored for menstruation and PCOS. Moving forward, I am committed to continuously pushing the boundaries during photoshoots to bolder media representations.
Behind the Scenes
Behind the Scenes
Behind the Scenes
Models: Caroline Elise and Amina Lee
Photographer: Kaashvi Agarwal
Models: Caroline Elise and Amina Lee
Photographer: Kaashvi Agarwal
