Jumbofarms
Atta & Sooji
A 30 kg flour sack and a 500 g sooji pouch — the two ends of the same brand, sixty times apart in size.
One claim, stated twice.
100% Atta, 0% Maida is the line the pack is built around, and “Absorbs more water” sits under it — a yield claim, which is what matters to anyone buying thirty kilos.
Chakki Fresh sits above the name, with a stone mill drawn behind the product photography and a field of wheat behind that. The Jumbofarms oval repeats down both side panels, so the sack is identifiable however it is stacked — which on a 30 kg sack is usually on its side.
A different pack for a different shelf.
The 500 g Roasted Sooji is a retail pouch and behaves like one: yellow and purple rather than orange and red, the name in a band across the middle, and two prepared dishes — upma and halwa — photographed large, because sooji is bought for what it becomes.
It shares the oval, the vegetarian mark and the roundel treatment with the rest of the brand, and almost nothing else. At 500 g on a supermarket shelf it is competing with a different set of packs than a 30 kg sack is.
5 pieces of artwork.
