The Snack Nobody Looked At Twice
Before we touched Mr. Makhana, foxnuts (makhanas) were stuck in the diet aisle — eaten during fasts, not binges. Despite being a superfood, they were boring, medicinal, and completely unsexy.
Brand Strategy
Nomenclature
Brand Strategy
Packaging Design
FMCG
The BIG Opportunity
Millennials were trading fried chips for roasted options. But it lacked flavour, fun, and relatability.
Mr. Makhana stepped in with the right mix of taste, attitude, and convenience — to turn an age-old snack into a new-age habit.
The humble origin story
90% of India’s makhana production comes from Bihar, especially the Mithilanchal region, including Darbhanga, Purnea, Saharsa, Sitamarhi, Supaul, Araria, and Kishanganj.
Unknowingly, the story of this brand became intertwined with the tale of the farmers who devote their lives to this popped lotus seed. That’s when we knew, Bihar had to come front and center in our narrative.
From Bihar, to the world
The international market for fox nuts is expected to reach USD 100M by 2032. In this emerging landscape, consumers are constantly looking for a healthier popcorn-like snack off the shelf in the West, a key determinant for our client’s journey abroad.
In fact, the makhana madness exists outside of the West as well. Be it Martillo, makhana sold as a Colombian street snack, or the crystallized lotus seeds you’ll find at Chinese New Year, the fox nut craze pervades across continents.
Farm to table, makhana-fied
The foundation of this brand has always been true to the roots of the makhana. We traced the steps back to the lotus pond where seeds are harvested and studied the voyage of this mighty seed till it reaches your hands at the end of the day.
That’s how we developed the illustration that proved to be the spine of the brand’s entire design language. Inspired by the visuals of an actual Bihari village, the gritty and unpolished folksy drawing comes together in a black & white scene.
