Brand & packaging / selected work

Jumbotail

A year designing the own-brand shelf for a B2B wholesale marketplace — the packaging, the shop front and the campaigns that carry it. Jumbofarms is the staples brand, with Vedha and Crispy Corner alongside it.

Packaging DesignDesign SystemsBrand ArchitectureRetailCampaign

ClientJumbotail Technologies

RoleGraphic Designer

DatesJun 2024 — Sep 2025

Context

Own brands are how a marketplace stops being a middleman.

Jumbotail sells to kirana stores. Anything it lists, a competitor can list too — unless it owns the brand. Jumbofarms is that answer for staples: rice, dals, flour, spices, oil.

Which makes the packaging the product. There is no store frontage doing the persuading and no advertising behind it; the sack on the pallet is the whole brand, and it has to work for a shopkeeper buying twenty-six kilos at a time as well as for the household the shopkeeper sells to.

The shape of it

Three brands, two shelves, one system underneath.

Jumbofarms carries the staples and behaves like a house brand — one oval mark, one set of quality roundels, one way of photographing a bowl of the raw product. Within it, each range solves its own problem: nine grades of basmati separated by colour alone, a cumin bag that changes by a ribbon, a mustard oil that had to survive being both a bottle and a pouch.

Jumbofarms is the one that behaves like a brand rather than a label: nine ranges, a shared mark, and a retail kit that puts it on the front of the shop. Vedha and Crispy Corner sit outside it, because a pooja ghee and a ₹10 namkeen are not staples and should not look like them. Vedha even shares a bottle with the mustard oil — the label is the only thing keeping them apart.

Alongside the packaging sat everything that carries it: a retail layer of fascia and danglers, a membership programme, a year of social, an export brochure and the campaigns that ran on the shelf.

The work

Fifteen strands, each with its own page.

Royal - front and back of the 26 kg sack

Rice

Nine grades of 1121 basmati, separated by colour alone.

Jumbotail

Own brands are how a marketplace stops being a middleman.

Three brands, two shelves, one system underneath.

Fifteen strands, each with its own page.

Rice

Coriander

Jeera

Mustard Oil

Soya Chunks

Dals

Atta & Sooji

Vedha Pooja Oil

Crispy Corner

Jumbotail Gold

Graduate Leaders Programme

Gulf Foods Catalogue

Mustard Oil Campaign

Social Calendar

Corporate Social