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Lijjat Papad - Branding, Identity Design &
Brand Communication

Shri Mahila Griha Udyog Lijjat Papad, popularly known as Lijjat, is an Indian women’s cooperative that produces a range of fast-moving consumer goods. Its core mission is to empower women by creating sustainable employment opportunities. It started as a small cottage industry that gradually grew into a nationwide cooperative.

It’s remembered for its captivating “Khurrram Khurrram” ad tune and the iconic bunny mascot, a playful and memorable part of the brand’s identity that still lives in memory.

When I began this project, the first question was: Does a brand like Lijjat even need rebranding? Building on that thought, I explored the idea of Lijjat expanding its presence by introducing new products such as papad flavours, something usually associated with larger FMCG brands.

Self Initiated Project - 22- 23

Identity Design
Art Direction
Branding
Brand Communication
Logo Design
Visual Strategy
Storytelling

While researching on other Indian brands and reading case studies like Amul’s, I realised that even a brand like Lijjat needs strong branding. If the brand grows the value goes to the stakeholders. Branding helps create a clear identity, consistent communication, and a transparent voice that builds credibility that shows the cooperative is organised, thoughtful, and here to stay.

Lijjat strongly believes in humility. Lijjat is deeply rooted in its values. One of its core values is clearing out daily salaries and never borrowing money for the company’s expansion. The cooperative also runs scholarship programs to support the education of members’ children. These values and practices became central to my approach for its visual identity.

Design decisions based on brand’s ethos

The brand logo is bilingual, with a Devanagari wordmark accompanied by a Latin logotype.

The Devanagari lettering began with hand-drawn forms inspired by the handwritten boards often seen outside small kirana stores. These shops also sell handmade papad simple, raw, and handled with care. That everyday visual language, humble and slightly imperfect, shaped the direction of the logo.

From the initial sketches, the letterforms were refined using Kunkun as a base typeface to develop the final Devanagari logotype. The Latin companion was custom-designed.

The illustration style places women at the forefront.

The visual system pairs vibrant colours with softer monochrome tones and warm textures, which align with the brand's values of simplicity and humility.

Visual cues are taken from Brand’s early nostalgic revisit. Early memory archival images Visuals from “Khurrram Khurrram” bunny jingle ad and the iconic double-decker bus campaigns that once ran across Mumbai.