Can you make it look massy, but still premium?
It’s the kind of client brief that sounds simple, but in reality, it’s a contradiction. Mass brands and premium brands don’t play by the same rules. Trying to be everything for everyone usually ends up diluting the story.
Mass packaging needs to scream for attention. Premium design? It whispers confidence.
Take Paper Boat, for instance. The pouches are soft, playful, and rooted in nostalgia. Mango Rasna, Aam Panna, and Jaljeera are local flavours that appeal to millions. Yet the design is clean, minimal, and emotional. It’s accessible, but elevated.
Or look at Amul Butter. That hand-drawn little girl has been on supermarket shelves for decades. Cartoonish. Relatable. Massy. But the trust Amul carries? That’s premium. It’s not the gloss on the pack, it’s the legacy of consistency.
Then there’s Hide & Seek, from the house of Parle-G. Sleek brown packaging with a touch of indulgence. It feels rich in hand, yet familiar on the shelf. A brand that manages to straddle mass recall with premium cues.
In the world of skincare, MCaffeine has pulled off this balance well. It’s affordable and approachable, but its deep, dark palettes and tactile textures make the brand feel indulgent. It doesn’t scream luxury, but it whispers it.
The truth is you can play both games, but only if you know your consumer, your context, and your “why.” Mass is about volume. Premium is about clarity. And design sits at the crossroads.
Because when you choose the story, you can build the right box.
And that’s how packaging turns into branding.
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