Katha Kalamkari Packaging
Packaging Design
Duration
5 Weeks
Project Type
Classroom Project
Guided By
Shilpi Munda
Jagadish Kumar
Duration
5 Weeks
Project Type
Classroom Project
Guided By
Shilpi Munda
Jagadish Kumar
Duration
5 Weeks
Project Type
Classroom Project
Guided By
Shilpi Munda
Jagadish Kumar
Katha is a packaging design project that showcases authentic hand-painted Pen Kalamkari. It uses packaging as a medium for visual storytelling, highlighting the craft's process, care, and authenticity.
Katha is a packaging design project that showcases authentic hand-painted Pen Kalamkari. It uses packaging as a medium for visual storytelling, highlighting the craft's process, care, and authenticity.
Katha is a packaging design project that showcases authentic hand-painted Pen Kalamkari. It uses packaging as a medium for visual storytelling, highlighting the craft's process, care, and authenticity.
About Kalamkari
About Kalamkari
Kalamkari is a hand-painted craft from Andhra Pradesh, created using natural dyes and a bamboo pen called a kalam.
Every piece is drawn freehand and goes through multiple steps of washing, painting, and dyeing. The art often depicts mythological stories, nature, and everyday life in earthy tones.
Kalamkari is a hand-painted craft from Andhra Pradesh, created using natural dyes and a bamboo pen called a kalam.
Every piece is drawn freehand and goes through multiple steps of washing, painting, and dyeing. The art often depicts mythological stories, nature, and everyday life in earthy tones.
Problem
Problem
Problem
Although Kalamkari is well-known, many people struggle to tell authentic hand-painted work from printed or hybrid versions.
In many cases, outlines that appear hand-drawn are actually screen-printed, with colours filled in by hand, making imitations look even more convincing.
Most buyers are unaware of the craft's process, time, or natural, muted colour palette, leading to misconceptions about its value.
Although Kalamkari is well-known, many people struggle to tell authentic hand-painted work from printed or hybrid versions.
In many cases, outlines that appear hand-drawn are actually screen-printed, with colours filled in by hand, making imitations look even more convincing.
Most buyers are unaware of the craft's process, time, or natural, muted colour palette, leading to misconceptions about its value.
Although Kalamkari is well-known, many people struggle to tell authentic hand-painted work from printed or hybrid versions.
In many cases, outlines that appear hand-drawn are actually screen-printed, with colours filled in by hand, making imitations look even more convincing.
Most buyers are unaware of the craft's process, time, or natural, muted colour palette, leading to misconceptions about its value.
Research and Insights
Research and Insights
Research and Insights
To gain a deeper understanding of these issues, I conducted surveys and interviews with over 70 individuals, including customers, store owners, and artisans. I visited both authentic and imitation Kalamkari stores in Hyderabad and travelled to Sri Kalahasti, where Pen Kalamkari originated, to study the craft firsthand. The goal was to understand how people perceive Kalamkari, what influences their purchasing decisions, and how well they can distinguish authentic hand-painted work.
To gain a deeper understanding of these issues, I conducted surveys and interviews with over 70 individuals, including customers, store owners, and artisans. I visited both authentic and imitation Kalamkari stores in Hyderabad and travelled to Sri Kalahasti, where Pen Kalamkari originated, to study the craft firsthand. The goal was to understand how people perceive Kalamkari, what influences their purchasing decisions, and how well they can distinguish authentic hand-painted work.
Key Findings
Key Findings
Key Findings
Survey and field research revealed key gaps in how people perceive, identify, and value Kalamkari.
Survey and field research revealed key gaps in how people perceive, identify, and value Kalamkari.
Survey and field research revealed key gaps in how people perceive, identify, and value Kalamkari.
Major Opportunity Area
Major Opportunity Area
Major Opportunity Area
Using packaging as a medium for education and experience, transforming it from a functional object into a touchpoint for cultural storytelling and authenticity.
Using packaging as a medium for education and experience, transforming it from a functional object into a touchpoint for cultural storytelling and authenticity.
Using packaging as a medium for education and experience, transforming it from a functional object into a touchpoint for cultural storytelling and authenticity.
Insights and Design Directions
Insights and Design Directions
Insights and Design Directions
The insights revealed key gaps that shaped the opportunity area and guided design directions applied to the final outcome.
The insights revealed key gaps that shaped the opportunity area and guided design directions applied to the final outcome.
The insights revealed key gaps that shaped the opportunity area and guided design directions applied to the final outcome.
Target Audience
Target Audience
Target Audience
The target audience comprises individuals aged 25-45, primarily women, who appreciate handcrafted textiles but often struggle to distinguish authentic Kalamkari from printed imitations.
The target audience comprises individuals aged 25-45, primarily women, who appreciate handcrafted textiles but often struggle to distinguish authentic Kalamkari from printed imitations.
The target audience comprises individuals aged 25-45, primarily women, who appreciate handcrafted textiles but often struggle to distinguish authentic Kalamkari from printed imitations.
Existing Packaging Study
Most stores had a plain packaging, often with just a logo on a box or bag. Only one store had a hang tag with minimal information.
Process
Process
Process
After the interviews and visits, I studied Kalamkari through books and reference images, sketching motifs to understand its natural flow and composition.
After the interviews and visits, I studied Kalamkari through books and reference images, sketching motifs to understand its natural flow and composition.
Visual Identity
Visual Identity
Visual Identity
For the visual identity, I chose serif typefaces to convey a traditional feel, and the muted colour palette draws directly from the natural dyes used in authentic Kalamkari.
For the visual identity, I chose serif typefaces to convey a traditional feel, and the muted colour palette draws directly from the natural dyes used in authentic Kalamkari.
For the visual identity, I chose serif typefaces to convey a traditional feel, and the muted colour palette draws directly from the natural dyes used in authentic Kalamkari.
Ideation
Ideation
Ideation
For the packaging structure, I opted for a box with a magnetic flap, a simple yet elegant design that adds a sense of care and refinement to the unboxing experience.
For the packaging structure, I opted for a box with a magnetic flap, a simple yet elegant design that adds a sense of care and refinement to the unboxing experience.
For the packaging structure, I opted for a box with a magnetic flap, a simple yet elegant design that adds a sense of care and refinement to the unboxing experience.
Final Output
The outer box design uses earthy tones and hand-drawn motifs inspired by Pen Kalamkari. No motif is repeated, every leaf and flower is drawn individually, mirroring the uniqueness of hand-painted work. The pattern sets an authentic visual tone right from the first glance.
The outer box design uses earthy tones and hand-drawn motifs inspired by Pen Kalamkari. No motif is repeated, every leaf and flower is drawn individually, mirroring the uniqueness of hand-painted work. The pattern sets an authentic visual tone right from the first glance.
A detailed process card placed inside the box shows each stage of Kalamkari, from preparing the cloth to painting with natural dyes. This visual storytelling helps buyers understand the craft’s time, care, and authenticity.
The wash-care card offers clear instructions on maintaining the natural dyes and hand-painted fabric. Its reverse side features a Tree of Life illustration that doubles as an art display, extending the experience beyond packaging.
A small insert reading “Crafted by hand, not by machine” highlights traits of genuine Kalamkari, freehand outlines, color seepage, and irregularities that make each piece unique. It builds awareness and trust through subtle cues.
