Fresh & Fertile

Anjali Nair on 07/24/2020

Fresh & Fertile is a satirical packaging concept for a range of juices, a play on what is considered a marriageable age and other ideal standards set for a young woman. In India, parents arrange for marriage-ready sons and daughters to meet with prospective matches after a wide search by both the girl’s and the boy’s families usually within the same communities. This system is known as an arranged marriage. The internet has led to the rise of matchmaking websites. There is constant pressure on young women to get married at the right age or it will be too late to find a good suitor. This packaging concept raises the question: What is the shelf life of a young Indian woman? The flavours are inspired by the requirements for suitable brides one would find on these sites. The visual language was derived from packaging labels of Indian spices, that are old but still found in most households. The shape of the packaging is reflective of what is considered the ideal shape for a bride.