Packaging Design

Project Brief

Festivals are a vital part of Indian Culture. Our country’s mix of religion and backgrounds lets us enjoy many celebrations throughout the year. At the same time, large corporations launch exquisite gift boxes during these seasons in order to increase sales.
This assignment was about designing those gift packs, with a secret surprise within, so person should experience an unanticipated surge of joy when opening the pack because of this surprise.
Constraint :- The material for packaging should be thick paper/cardboard.

Concept Note

The chosen theme for this project is "Pastel and Golden Elegance." It reflects the spirit of the festival and aims to evoke a sense of celebration, opulence, warmth, and tradition, all while preserving the elegance, luxury, and sophistication associated with the brand.

Our concept revolves around a three-layered opening system that enhances anticipation and excitement. It provides a memorable and luxurious experience of receiving and gifting jewellery for Tanishq’s customer.

This design aims to create a sense of making every piece of jewellery from Tanishq a cherished gift for Diwali.

Objective

The objective is to create a special packaging design for Tanishq's Diwali collection that embodies the joy of giving and the delight of receiving.

Target Audience

Individuals looking for exclusive and luxurious jewellery gifts for their loved ones
Those who appreciate the blend of tradition and modernity, exuding sophistication and celebration.

Project Overview

Packaging Design was a group project in which me and my group members collectively agreed to take Tanishq as our brand and Diwali as our preferred festival for the same, in accordance with the project brief.

About Tanishq

Tanishq is an Indian jewellery brand and a division of the Titan Company. Founded in 1994, Tanishq has now become a renowned household jewellery brand in India for its exquisite craftsmanship and timeless, high-quality, beautifully designed jewelleries.
It blends tradition with contemporary aesthetics, making it a sought-after brand in the Indian jewellery market.

Diwali and Jewellery

Diwali is a widely celebrated festival in India and by Indian communities around the world. During this festival, the exchange of jewellery, particularly gold and precious gemstones, is a popular choice for gifting. It is a common and cherished tradition, considering it a symbol of prosperity and good luck.

Initial Box Ideation

We aimed to keep the opening and closing of the main box similar to a regular jewellery box to preserve the authentic experience while adding our unique touch.

Prototype

Colour Palette

We selected pastel shades like soft pinks, blues, mint greens, and white to evoke a sense of calm and elegance, creating a beautiful contrast with the vibrancy of Diwali.

The combination of pastels and rich golden accents will add a touch of opulence and luxury, symbolizing the glow of lamps and the festive spirit of Diwali and Tanishq’s jewellery.

Design Specifications

Motifs

The packaging will feature traditional Diwali motifs like rangoli in pastel shades along with delicate and intricate patterns in gold foil to celebrate the cultural significance of the festival.

These visual motifs, representing traditional artistry, served as focal points and surprise elements of the design, celebrating the essence of the festival.

Logo Integration

The Tanishq logo is seamlessly integrated into the design, using a tasteful gold finish to maintain the touch of luxury as brand identity.

Structure

Three-Layered Opening

The box features a 3-layered opening system. Each layer unfolds like a precious gift, building anticipation and creating an element of surprise.

Layer :- 1 Exterior

The outermost layer of the box is adorned with intricate patterns of golden accents, along with a ribbon bow, creating an element of gift.

Layer :- 2 Interior

Opening the first layer reveals an interior label with a warranty card and minimalistic text to convey Diwali greetings at the bottom of the box.

Opening the magnetic closure reveals the Tanishq logo embossed in golden foil (used vinyl decal cutting for assignment purposes) to make a lasting first impression on the main box.

Warranty Card

Layer :- 3 Jewellary Enclosure

The third layer opens to reveal the exquisite jewellery, carefully and elegantly arranged, secured in foam, and ready for presentation.

Moreover, upon opening the box, the lid is embellished with the rangoli silhouette in pastels, which rotates along with the message “Happy Diwali” in golden vinyl on it, creating a surprise element in the packaging.

See Dieline Cuttings >

Final Packaging

Material

High quality sturdy pastel papers and cardboard
Soft foiled printed paper
Metallic gold sturdy paper
Foam Sheets
Satin Ribbon
Magnets

Sizes

3" x 3" x 1.5" for Ring
3.5" x 3.5" x 1.5" for Earrings
4" x 4" x 1.5" for Pendent Set
5" x 5" x 1.5" for Bangles
6" x 6" x 1.5" for Jewellery Set

Key Features

A soft pastel color palette that embodies elegance and serenity.
Intricate and carefully detailed diwali motifs in gold and pastel colors.
A perfect balance between tradition and modernity, reflecting the brand's values.
A sense of opulence and luxury through the use of gold accents.
A sturdy and high-quality packaging that enhances the perceived value of the jewellery.

Another Variation

Interior LED lighting system :- Upon opening the box, the lights automatically turn on, illuminating the Jewellery. This will creates a captivating visual effect and enhances the perceived value of the product.

Conclusion

The packaging design for Tanishq's Diwali collection embodies the spirit of the festival—the joy of giving and the delight of receiving. The combination of pastel hues, golden accents, and a three-layered opening system provides a memorable and luxurious experience for Tanishq's customers.

This design aims to create a sense of tradition, elegance, and celebration, making every piece of jewellery from Tanishq a cherished gift for Diwali.