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Proteinwala
Proteinwala is inspired by the idea of the Dabbawala system, known for delivering home-cooked meals with reliability and simplicity. In the same spirit, Proteinwala brings convenient nutrition directly to you, designed to complement the food you already enjoy. Rather than changing your diet, it adds what’s missing. Proteinwala makes it easy to balance your everyday meals with complete protein, becoming the simple addition that completes your plate.
COLLAB
Illustrator
ROLE
Led the concept and visual identity, providing art direction to illustrators and driving the overall visual direction across packaging and campaign touchpoints.
IMPACT
/ Positioned the product as an everyday solution through clear and engaging design
/ Created a distinctive identity with strong recall and mass appeal
/ Delivered a cohesive system across multiple brand touchpoints
The Challenge
Protein deficiency is a widespread issue in India, with 9 out of 10 people not meeting their daily protein needs. This gap exists across diets, affecting 84% of vegetarians and 65% of non-vegetarians. The challenge was to create a product that goes beyond the health-conscious niche and becomes an everyday essential, something all Indians can easily adopt regardless of their lifestyle or diet.
The Objective
To design a solution that seamlessly integrates into daily meals, helping individuals meet their protein intake without changing what they eat. The product focuses on clean ingredients and a neutral, tasteless profile, making it a simple, versatile addition to any dish.
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