Taranvir Ghuman
I'm a graphic designer who specialises in branding and creating detailed, intricate designs. I'm passionate about bringing ideas to life and making unique visual identities.
I'm a graphic designer who specialises in branding and creating detailed, intricate designs. I'm passionate about bringing ideas to life and making unique visual identities.
Nihala is a luxury Indian sweets company that promises to deliver a synaesthetic experience with every bite. Conceptually, the brand is an opportunity for people to learn about Indian culture and cuisine through the tradition of sharing sweets. Consumers can partake in the tradition themselves with Nihala, and find informative stories inside the packaging and on our website about India’s expansive history. Every aspect of Nihala’s design ties into a cultural aspect of the country to be explored.
This innovative packaging explores the phenomenon of synaesthesia by relating colours to different tastes and experiences. Each colour is representative of a different combination of key ingredients, such as cashew and almond, or rose and pistachio. The customer begins to relate the colours with the positive memory of eating Nihala sweets and sharing them with others, in the same way someone with synaesthesia may correlate a word or sound with a taste from their childhood; and an Indian person may relate a festival or significant life event with the sweets they’d have eaten during those moments.
Nihala puts a focus on social media presence because younger people are turning away from search engines and moving to platforms such as Instagram and TikTok to find information. The aim is to feature product photos, share discount codes, and post informational videos about popular Indian festivals and how each pastry is made.
This billboard is purposefully ambiguous in its nature; it doesn’t feature any information about Nihala, but instead raises questions that can be answered by using the QR code or searching the brand’s name online. This makes the brand seem exclusive. For English speakers, ‘Taste the unknown’ has an air of mystery around it, and the Sanskrit will alert them to the fact that Nihala is something Indian so those who are interested in knowing more about other cultures will be inclined to find out what Nihala is. Meanwhile most people from India will be able to understand the Sanskrit text, which reads ‘See the flavours’, although the word flavour is covered to probe people to ask what exactly they’re going to see inside the box. The box itself is wrapped in decorative paper that is ripped at the sides to further entice people to look into Nihala.