Desi Choco

In this Expertise, we created visual patterns inspired by a literary work, aiming to capture its mood, themes, and symbolism through a distinctive graphic language. I selected Charlie and the Chocolate Factory by Roald Dahl – a whimsical and imaginative tale that offered a playful yet meaningful canvas for design exploration. To give the narrative a culturally rich reinterpretation, I chose to „Indianise“ the concept of chocolate, crafting patterns around flavors rooted in Indian tradition such as coconut, cow’s milk, and aromatic spices. This approach allowed me to merge familiar childhood nostalgia with regional identity, creating a unique visual expression.

Riya Goel

Datum

November 2024

Art des Projekts

Studienarbeit im Masterstudium

Betreuer_innen

Mauricio Sosa Noreña

ABSTRACT

1. Process

The process began with brainstorming around how to reinterpret Charlie and the Chocolate Factory through an Indian lens. I explored themes of fantasy, indulgence, and childhood wonder, and began mapping them to Indian ingredients and cultural visuals. This led to the idea of “Indianising” chocolate-using elements like cow’s milk, coconut, and spices as storytelling anchors.

From there, I sketched out symbols, textures, and motifs that felt rooted in Indian identity, setting the foundation for the first round of illustrated patterns.

2. Initial Patterns

These patterns were part of my initial exploration phase, where I focused on richly detailed, illustration-based motifs reflecting traditional Indian elements, such as the sacred cow, the spice-grinding woman, and tropical palm trees. While these visuals were vibrant and expressive, I found them to be overly intricate for the intended packaging use.

3. Final Patterns

To better align with the playful yet clean aesthetic of Charlie and the Chocolate Factory and to suit a global audience, I later shifted toward a simpler, more graphic approach. The final patterns maintain the cultural essence but present it through modern, minimal visual language, enhancing both readability and market appeal.

3.1. Cow Print (Cow’s Milk Chocolate)

Inspiration: This pattern draws from the iconic texture of Indian desi cows, with organic black-and-white spots symbolizing purity and tradition.
Concept: It pays homage to India's deep-rooted dairy culture, where cow’s milk is a staple ingredient in many sweet delicacies. The print evokes both rustic charm and natural authenticity.

3.2. Coconut Shell Motif (Coconut Chocolate)

Inspiration: Inspired by halved coconuts, the repeating shell pattern reflects tropical abundance and simplicity.
Concept: This playful yet orderly layout emphasizes purity and freshness, celebrating the use of real coconut pulp in the chocolate. The soft beige palette supports the natural and wholesome vibe.

3.3. Chili Scatter (Spiced Chocolate)

Inspiration: A scattered chili pattern using hand-drawn silhouettes, echoing the bold and fiery essence of Indian masalas.
Concept: The red-and-yellow dynamic symbolizes warmth, energy, and flavor intensity. It visually cues the consumer to expect a daring twist on conventional chocolate.

4. Patterns in use

Cow’s Milk Bar - The cow print transforms into a tactile, farm-fresh identity when used on the wrapper. Paired with a minimal cow illustration, it emphasizes authenticity and cultural grounding, perfect for international audiences curious about Indian dairy heritage.
Coconut Bar - The coconut motif creates a light, airy look on the wrapper, reflecting purity and tropical indulgence. The palm-tree sketch reinforces the connection to coastal landscapes and traditional Indian sweets like nariyal barfi.
Chili Bar - Used on a bold red backdrop, the chili pattern captures attention instantly. It creates a spicy narrative at first glance, complemented by the rustic line drawing of a woman grinding spices—a nod to traditional kitchens and hand-prepared flavors.