April 25th, 2020

Packaging is the perfect vehicle for strengthening a brand’s identity. By using packaging to tell a story, brands aim to create an association that is relevant while capturing their heritage, however old or young that may be. Similarly in the case of Patachitra and Chau Mask the brand building with packaging as one of the many tools is what we undertook.

Eco-friendly packaging was developed for different products like sarees, t-shirts coasters, kettles with Patachitra motif. The motifs on the packaging are elements taken from different traditional Patachitra images and were developed by the artists themselves.

The packaging has been designed in such a manner that stories about the art form, the artists’ village Pingla and individual artists are portrayed.

Sustainable packaging boxes has been developed for Chau masks like the Lord Ganesha and tribal couple with stories about mask making and village Charida where it is made.

This form of storytelling through packaging is an initiative towards making the consumer knows about various aspect of the heritage products. This helps in marketing, communication and brand building of the art, artist and village.

This research project, Heritage Sensitive Intellectual Property and Marketing strategies: India (HIPAMS - INDIA), is funded by the British Academy's Sustainable Development Programme, supported under the UK Government's Global Challenges Research Fund 2018-2021.