Redefining Traditions: The Laddoo Wala Wins India’s Best Design Project Award 2023

Used historically by countries on coins and later adopted by royal families, monograms stand as a symbol of luxury, royalty, and professionalism. For The Laddoo Wala, the design team has given a modern spin to a traditional three-letter monogram, enveloped in a familiar shape inspired by hand-drawn shop signs of an era long gone. The colour palette of mellow hues of pink, orange and ivory is juxtaposed with a modern take on apothecary illustrations.

Navigating the Luxury Mithai Market

The luxury mithai market in India has experienced a sudden boom, creating a cluttered landscape dominated by bright colours, Indian motifs, and gold foil packaging. Amidst this saturated market, The Laddoo Wala sought to carve out a distinct identity and secure its rightful place. The challenge lay in distinguishing the brand without succumbing to the generic trappings of the luxury label.

Crafting a Unique Brand Identity

In the quest for differentiation, the team at The Laddoo Wala made a strategic decision to eliminate the term “luxury” from their branding. Through extensive discussions with the client, a common theme emerged—nostalgia. The team recalled fond memories of eating laddoos, the joy of grandparents making laddoos at home, and the celebratory events that etched these moments in their minds. Embracing nostalgia became the guiding principle for the project, infusing the brand with a sense of tradition and emotional resonance.

Packaging that Tells a Story

Every element of The Laddoo Wala’s packaging is meticulously designed to represent the brand’s essence. The packaging showcases:

• Hand-made laddoos, emphasising the artisanal craftsmanship.
• Fresh ingredients growing in farms, underlining the use of high-quality, natural ingredients.
• Celebration and decor of Indian festivals, capturing the spirit of joyous occasions.
• Offerings from The Laddoo Wala, including laddoos and namkeens, presenting a visual feast of the brand’s diverse product range.

The Laddoo Wala envisions itself as an integral part of celebrations in homes across India. The brand’s nostalgic appeal has garnered organic reach and found its way into numerous homes, highlighting its cultural significance and widespread acceptance. By focusing on nostalgia and the emotional connections associated with traditional sweets, The Laddoo Wala has successfully differentiated itself in a crowded market, creating a brand that resonates deeply with consumers and celebrates the rich cultural heritage of India.

Credit: Kavya Bagga Design