04 — Work
Selected collaborations.
Not a portfolio. A record of the work we've made with people we've chosen to work with. Each engagement carries a challenge, a way of thinking, a process and an outcome.
Packaging · Identity · 2025
Maharaja Rice
A century of grain, redrawn for the shelf.
01 — Challenge
The brief was to move a legacy product beyond its category codes without losing the heritage that made it recognisable in the first place.
02 — Thinking
We began by mapping ritual — how the product enters the household, how it is stored, how it is spoken about. Design followed the ritual, not the other way around.
03 — Process
Weeks of on-ground research. Ten identity routes. Four rounds of production sampling. A tightly held colour and typography system that scales from a 30ml bottle to a 15-foot billboard.
04 — Outcome
A restrained, editorial system: a wordmark drawn from vernacular script, a two-colour palette calibrated for print, and a modular packaging architecture that anchors every SKU.
05 — Impact
Shelf visibility increased. Reorder rate improved. The brand is now referenced by peers as an example of Indian craft translated into contemporary language.