Saivai

Saivai is a vegetarian protein product under the MaaSoy brand, positioned for health-conscious urban consumers looking for an affordable, plant-based alternative. The brief focused on creating a packaging system that felt approachable, nutritious, and shelf-distinct, while clearly communicating the product’s vegetarian and protein-based value.

This project was developed as a client assignment in 2024, to strengthen brand differentiation within a competitive FMCG category.

The primary design challenge was brand differentiation at shelf level—ensuring immediate visibility while retaining a warm, trustworthy tone suited to everyday vegetarian households.

The design system was extended across three product variants, maintaining consistency while allowing for clear visual distinction. The final direction presented here represents the approved packaging design at the time of completion."