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Neelam

Creating a
First-of-Its-Kind System for Kitchenware

Brand Strategy + Brand Ecosystem + Packaging

With a legacy spanning 50+ years, Neelam Stainless Steel offers consumers smartly designed, well-matched kitchen essentials. As Neelam’s brand custodians, Therefore led a bold strategic overhaul, introducing systems thinking for the first time to the Indian utensils category - an unheard-of move that shaped a cohesive identity rooted in legacy yet built for the future. Anchored by the positioning 'India Set Hai', our design system brings to life Neelam’s promise of coordinated, thoughtfully priced sets across cookware, serveware, and storeware. With a clear focus on Tier I and Tier II Indians, predominantly women, we developed a comprehensive strategy to build a holistic, relatable identity. This also included signing celebrated actor Sonali Kulkarni, someone who embodies the everyday grace for Indian households, as brand ambassador. We developed a strategy that resonates deeply with their aesthetic preferences, reflects functional value, and stands out in retail environments, both online and offline.

Legacy

Tradition

Modernity

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Designing for the Festivities

Neelam’s festive packs are designed to delight - visually, emotionally, and culturally. At the heart of the design is a lively, fireworks-inspired pattern, made from the core category shapes of cookware, serveware, and storeware. Like fireworks, these shapes burst with warmth, colour, and energy.

A bold colour palette and the category forms instantly set the packs apart. The flexible sticker system adds a finishing touch, tailored to each gifting moment, making these packs feel personal and vibrant.

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Thoughtfully designed, the packaging brings tradition, modernity, and joy together in one unified visual experience.

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Bringing Bonco to Life

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Paired with modern visual cues, clean typography, and the iconic Neelam Blue, the brand story adds emotional depth, making the packaging not just informative but intimately relatable. It bridges heritage with today’s need for convenience and sustainability, creating a lasting impression from shelf to home.

Neelam’s packaging brings its rich legacy to life with a warm, evocative brand story—one that speaks directly to the heart of Indian kitchens.

  • DESIGN TEAM

    Nitin Virkar
    Nikita Sawant
    Ishita Shitut
    Surabhi Joshi
    Sankalp Pathak

    ACCOUNT MANAGEMENT

    Ankit Chafle
    Shreeya Khisty

    PRINT PRODUCTION

    Ajinkya Dhage

    RESEARCH 

    Vrishali Kekre Deshmukh

    COPY WRITING

    Chaitra Patel

    MARKETING 

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    PHOTOGRAPHY

    Kaushal Creations
    Barakhadi

    FOOD STYLING

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    STRATEGY PARTNERS

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    PRINT PARTNERS

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    PACKAGING PARTNERS

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