India has one of the most well-connected rail networks in the world. You’d be hard pressed to find a city or town without a railway station, even if it is a tiny one.

This fact, when paired with an upcoming brand that believes exploring India’s food landscape is the best way to experience and preserve its cultural treasures, resulted in the brand being named ‘Pattri’.

Hindi for railway tracks, Pattri carries with it the clackety-clack rhythm of a train going through tunnels, over bridges, down the coast, and across myriad landscapes to connect cultures and palates to each other. It also takes us back to our early train journeys, when we first sampled an unknown delight with every station carrying the aroma, flavours and promise of discovery.  

Taking a cue from changing rail tracks that could lead up to new discoveries of Indian delicacies and places, emerged a simple yet iconic mnemonic and brand stamp. 

Designed to resemble the Hindi letter ‘प’ for Pattri in the Devanagari script; and formed by two hand-drawn railway tracks intersecting to form the letter.

Symbolically, the curved lines mnemonic represent deviation from a straight path, because Pattri makes lesser-known food treasures available for everyone to enjoy.

For Pattri, every product is a story in itself. And the challenge was to find a comprehensive way to tell each one through visually stunning packaging that would jump out on any shelf.

Pattri commissioned multiple artists to create hand-made, bespoke watercolour illustrations that would insightfully tell each product story on-pack through specific visual cues such as natural landscapes, moments of consumption or hyperlocal anecdotes.

This resulted in each pack being a unique work of art that pays homage to the product, its place of origin, and to the vibrancy we see when we journey into India.

To add moments of delight to the unboxing experience, each Pattri pack contains more than the local food treasure. A collectible ticket was designed to offer bites of information from the place of origin to complete the product story.