Studio ABD

Client Brief

Biryani is an emotion, and Eastern wanted to evoke this sentiment of home-cooked goodness with their new Biryani Masalas. Eastern Condiments’ three magical biryani flavours give consumers the authentic taste of this regional dish while respecting the rich culture of Biryani and its diverse ancestry. Eastern sought to develop a packaging that celebrates and promotes this biryani culture.

Project Deliverables : Packaging Strategy & Architecture | Packaging / Brand Identity | Structural Design & Development


Biryani is synonymous to celebration. The dish is distinguished not only for its riot of sumptuous flavors but also by its elaborate preparation process. These recipes have traveled and the ritual has been passed on from generations. To honour this tradition, we developed the packaging that lets you immerse in an authentic experience of this royal dish.


Each pack depicted the city from which the Biryani originated. A delicious dish in the front of the pack, surrounded by the city's landscape, represents how the city and its people have poured their love and emotion into perfecting this royal meal. The gold foil, combined with curated colours and a traditional illustration style, creates a stately look on the pack that complements the theme of the dishes. It tells a lovely story about the dishes' authenticity and sophistication, as well as the joy and satisfaction of the feast.


The magic masalas were a unique concept that Eastern developed, and they became a massive hit on the market shelves. Catering to the city's emotions through the packaging and depicting what this style of meal truly means for them, people grew curious. They were fascinated and motivated to buy the packs. After years of outstanding sales and great feedback, Eastern continues to use this packaging to build a warm connection with its consumers and loyalty towards the brand.

Studio ABD


  1. Bengaluru



Category Experience


11-25 Employees

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