Kosh! Oats

Kosh! Oats

Kosh! Oats is an innovative packaging design project that revolutionizes the presentation of oats in the Indian market, distinguished by its unique approach to combining traditional Indian street typography with contemporary design elements. The design, which earned a Silver A' Design Award in the Packaging Design category, represents a significant advancement in food packaging design through its innovative approach to transparency and information hierarchy. The packaging system employs a distinctive visual language that draws inspiration from vintage industrial wholesale packaging, reimagined in a modern context to establish grassroots familiarity with an otherwise unfamiliar grain product. The design's technical execution utilizes matte laminated metalized stand-up pouches with sophisticated six-color printing, incorporating CMYK plus two Pantone colors for each variant. Available in both 500g and 1kg formats, the packaging features carefully considered dimensions optimized for retail display and consumer handling. The design's most notable innovation lies in its revolutionary approach to nutritional information presentation, bringing typically hidden details to the forefront of the packaging. This transparency-focused design philosophy, combined with its cultural sensitivity and modern aesthetic, creates a powerful visual identity that bridges traditional Indian design elements with contemporary packaging requirements. The project, completed in 2016, demonstrates exceptional understanding of consumer behavior and cultural dynamics, particularly in its approach to introducing a relatively unfamiliar grain product to the Indian market. The design successfully addresses the challenge of establishing oats as a viable alternative to traditional grains while maintaining strong cultural connections through its visual language.

packaging design, Indian typography, food branding, cultural fusion, nutritional transparency, retail innovation

— Adam Dawson