Case Study — 2023–Present
Southie
A modular packaging system for a South Indian food brand across 140 SKUs in the US grocery market.
Project imagery coming soon
Client
Shoperies
Industry
Food, Grocery, Retail
Scope
- Packaging Design
- Design System
- Retail System
Credits
- Pravekha Ravichandran
- Asha
- Ashok
The problem
Southie needed packaging for a large and expanding food range — snacks, millets, flours, vermicelli, and everyday South Indian essentials. The system had to stay clean, legible, and easy to adapt across 140 products.
The insight
The product itself had to be the hero. Instead of a noisy supermarket pack, the system used a clear modular layout: brand name, product name, product image, information hierarchy, and enough personality to feel warm without becoming cluttered.
What we created
- Packaging system for 140 SKUs
- First-generation modular packaging layout
- Second-generation system with ornamental structure
- Product hierarchy rules
- Back-of-pack information layout
- Illustration and personality elements
The system
The first system used clean grids and product-first layouts. The second retained the minimalism while introducing references from jali work, South Indian columns, and ornamental structure.
The proof
140 SKUs designed
Clean shelf presence in a visually noisy category
Client response: minimal, legible, and distinct among louder food packaging
Next project
Shoperies