Phoolchand – Holi ka Dabba

Design: Siddhi Gupta
Location: India
Project Type: Produced
Client: 21 Fools
Founder of 21 Fools: Divyanshu Asopa
Product Launch Location: India
Packaging Contents: Herbal Holi Gulal – Whole Thandai, Six Colorful ‘Seed Balls’, a Plantable Holi Greeting Card
Packaging Substrate / Materials: Recycled Paper
Printing Process: Digital and Screen Printing

Phoolchand is a sustainable Holi Gift Box, designed for the festival of colours. It contains everything that you need to wish a happy, safe and sustainable Holi to your loved ones. Bright, colourful, festive and wholesome, the box is crafted with goodness. The symbolism is instantly evocative – the box cover contains one liners from hit Holi Bollywood numbers, the traditional sweets ‘gujiya’ which are specific to Holi and water guns oozing flowers.

Phoolchand – the name for the package is inspired by the thandai (the traditional drink prepared on Holi) manufacturer for the brand – it is quirky and hence received very well by the audience. There is also a long drawn connection of Holi being played with flowers (which translates to ‘phool’ in Hindi) originally, that makes it more befitting.

The concept is hence designed to sync with this quirky and colourful ethos of the festival. The greeting card, colour powder and the seed balls all grow into flowers on sowing, and the remaining thandai mixture contains flowers, there is therefore an intrinsic connection with flowers which is reflected in the name and the design of the package. Phoolchand is a wholesome box which brings together the many different aspects of the festival together, instead of just selling colours. There is an aesthetic of excess employed to visualise this energy associated with the festival.

Contents :

1. Herbal Holi Gulal – Pack of 4 herbal colors – Yellow, Red, Green, and Orange/Peach. Made from Arrowroot Turmeric, Amaltash, Palash, Rosepetals, Spinach & Beetroot.
2. Whole Thandai – A mixture of Rose Petals, Seeds, Spices, and everything organic to help you make a Chilled Thandai for your loved ones.
3. Six Colorful ‘Seed Balls’ that grow into six different plants – Roselle, Aparajita, Marigold, Amaranthus, Methi & Tomato.
4. A Plantable Holi Greeting Card.

Phoolchand celebrates Holi but with more than just colours. It is crafted with all things natural and mostly flowers and most things in the box can be sown again to produce flowers. The packaging communicates this eclectic and sustainable celebration of colours and sustainability. Inspired by the India art form of Pattachitra, the style lends it a unique flavour of tradition and culture.

The packaging is all about Holi – in its overview and in its finer details, for example, the cover illustrations features as a black outline behind the concept note for the audience to color it in and extend their play with colours, all the flowers drawn on the cover depict the same flora that will be produced from the contents of the box. It is local, handmade, sustainable and wholesome.