Packaging for rice from India
One of the studio's first international projects: the redesign of the packaging for an Indian basmati rice, negotiated by email and designed using the Urdu alphabet.
The context
In 2013, a message arrived through Behance asking for the redesign of a rice package. On the other end was an Indian gentleman who was about to sell basmati rice in another country.
The request was straightforward: a fresh design for packaging with the preparation instructions in Urdu, one of the languages spoken in India.
The design decision
The challenge wasn't just about communication — the conversation happened by email, in broken English. The technical problem was fitting the Urdu characters into the layout.
The solution was to adapt that part of the text, extracting the Urdu blocks from a PDF of the old packaging and repositioning them within the new composition.
The packaging
The end of the story
After some back and forth, the layout was finished and delivered, payment was received, all good. A year later there was a small revision, and there's been no contact since.
Who knows, maybe someday you or I will spot this brand and this packaging on a supermarket shelf somewhere in the world.