Revolutionizing Packaging: BLOK's Award-Winning Design for Kosh!

Reimagining Indian Street Typography for a Contemporary Oats Brand

With the goal of making oats a staple grain in India, Future Consumer launched Kosh!. To familiarize Indian consumers with this relatively new product, BLOK focused on creating packaging that communicated dependability and transparency. The design studio drew inspiration from Indian street typography and vintage industrial wholesale packaging, modernizing these elements to establish a sense of grass-root familiarity.

One of the unique features of this design is the unconventional approach to information display. BLOK flipped the typical food packaging format, bringing the nutritional information, often lost in the fine print on the back, to the forefront. This decision was based on the studio's research, which revealed that health-conscious consumers tend to focus more on the ingredients list and health information than on the front label communication.

The packaging for the Kosh! range uses matte laminated metalized stand-up pouches, with six-color printing including CMYK and two Pantone colors for each oats variant. The design also includes diverse product formats such as Oats Atta (flour), Broken Oats, Wheat+Oats Atta (flour), and Instant Oats, encouraging consumers to incorporate Kosh! into their everyday meals and experiment with their dishes.

The design project, based in Mumbai, India, started in January 2016 and was completed in August 2016. The team faced the challenge of developing a brand identity and package design that could instantly connect with the Indian consumer for a relatively unfamiliar product and incite excitement to experiment with recipes using oats.

The design's excellence was recognized with a Silver A' Packaging Design Award in 2017. This prestigious award is given to top-of-the-line, creative, and professionally remarkable designs that demonstrate outstanding expertise and innovation. BLOK's design for Kosh! certainly fits this description, showcasing a remarkable level of excellence and introducing positive feelings, amazement, and wonder.