IDENTITY THROUGH PAIRINGS

Ziaho is emerging as a distinctive player in the competitive chocolate market, championing innovative chocolate pairings that showcase Indian cacao alongside a variety of ingredients sourced from different Indian states. As Sheth Kapadia elaborates, “Ziaho is a brand of innovative chocolate pairings that uses Indian cacao paired with ingredients from various Indian states.” This unique vision is deeply rooted in India’s rich cultural heritage, with product offerings that draw inspiration from regions as diverse as Kashmir to Tamil Nadu.
In a marketplace saturated with both global and local brands, Ziaho makes a bold statement by embracing the linguistic diversity of India. Sheth Kapadia remarks, “By recreating and incorporating diverse letterforms, we’ve created a clutter-breaking, cohesive identity.” This strategy not only highlights the scripts of India but also weaves a narrative that resonates profoundly with consumers, allowing them to connect with the brand on a deeper level.
Establishing a brand in such a competitive landscape is no easy task, and Sheth Kapadia acknowledges the hurdles that come along with it. “Our passion for the product propelled us to overcome these hurdles,” she shares. The founder’s unwavering commitment to showcasing the potential of Indian cacao, coupled with their meticulous selection of regional pairings, has set Ziaho apart as a noteworthy contender in the gourmet chocolate sector, The importance of packaging and design in this journey can not be overstated. “Our packaging brings a premium feel to an authentic Indian product, appealing to the evolving tastes of Indian consumers, “states Sheth Kapadia.

CONNECTING CULTURES

In a celebration of India’s rich tapestry of languages and cultures, Ziaho has unveiled its innovative multilingual packaging. This initiative speaks to the nation’s diverse linguistic landscape and reinforces the brand’s connection to its roots and the communities it serves
Sheth Kapadia explains the inspiration behind this concept:
“India officially recognises 22 major languages, written in around 14 unique scripts, and is home to over 19,500 dialects Each Indian script showcases distinctive letterforms that reflect its individual structure and visual expression.” This understanding of India’s linguistic diversity has been essential in crafting packaging that resonates with consumers from various backgrounds.
The introduction of multilingual packaging has proven to be a significant stepping stone for Ziaho in entering premium grocery retailers, such as Nature’s Basket. Sheth Kapadia notes,
“The multilingual packaging has allowed the brand to gain direct entry into premium grocery retailers, where the products were exceptionally well-received. In fact, they sold out within the first week, reflecting the strong connection consumers feel with Ziaho.” This enthusiastic response underlines how much the brand’s efforts to honour regional identities have struck a chord with its audience.
In a rapidly evolving world where cultures converge, and boundaries blur, Ziaho not only satisfies chocolate cravings but also nurtures a deeper sense of self and belonging. As Sheth Kapadia concludes, “Rather than replicating what others have done, Ziaho embraces India’s unique strengths and weaves them into every delectable cacao creation. It is a tribute to our heritage and our unparalleled diversity.”

COMBINING INNOVATION AND EMOTION

In today’s competitive market, packaging is more than just a protective shell; it serves as a vital element of brand identity and customer experience. As consumers seek products that resonate with their values, the packaging design has become a crucial aspect of the buying journey. Sheth Kapadia shares her insights into the process of packaging design, particularly for Ziaho, a brand dedicated to premium chocolate.

“The packaging is designed to reflect the love and passion with which a product is created,” says Sheth Kapadia. At Ziaho, every aspect of the unboxing experience has been thoughtfully crafted to enhance customer engagement. With each flap opened, customers discover new layers of information, from the making process of the chocolate to the best ways to enjoy it and the origins of its ingredients. “We have a precious one, ensuring that each detail tells a story,” she explains.

Incorporating unique design elements is essential for aesthetics and creating an emotional connection with the brand. “Packaging is often the first physical interaction the customers have with a brain Therefore, innovating in this space is essential to create recall and brand love,” Shetl Kapadia notes. By focusing on thoughtful design, Ziaho aims to provide an interesting unboxing experience that lingers in memories long after the product is enjoyed.

A tactile dimension is key consideration in Ziaho’s pac aging. Sheth Kapadia says, aimed to create an experience that extended beyond just 1 visual, involving a physical connection with the brand.” The journey started with source paper samples to find matter that offered a distinct texture Ultimately, the choice was made to go with an Indian textured paper that provided aesthetic value and enhanced the emotional appeal. “The aim is to ensure that the feel of the packaging adds to the story we tell,” she says.

However, the road to perfect packaging is not without its challenges. Sheth Kapadia acknowledges the difficulties encountered with colours and print processes. “Our design involved deep, dark shades, which needed to pop against textured paper without losing brightness and saturation,” she explains. The complexity increased with two-sided printing and gold folling, all requiring precise execution to maintain a premium look.

Achieving consistency across the packaging while embracing the uniqueness of the textured paper necessitated many rounds of sampling. The prototyping phase was another crucial stage in Ziaho’s packaging development. Sheth Kapadia reflects on the meticulous nature of this process:

“From the initial stages of printing, we focused on ensuring the dark colours maintained their richness and that the paper handled the ink absorption well.’ Each Iteration was vital, especially when balancing details like the triangular shape of the chocolate pieces that reflect the brand’s identity.

“Even small details, such as how the foll would be printed with two colours, needed repeated testing to achieve the perfect result,” she adds. The culmination of all the efforts is a well-crafted package that succeeds in embodying the brand’s ethos. “Getting the colour right is paramount, especially with a brand ilke Zlaho, where we worked with 21 colours,” Sheth Kapadia says.

Integrating techniques like gold folling and embossing added layers of complexity, but ultimately, the consistency in sourcing the right materials proved challenging yet essen-tial.

In a world where first impressions matter more than ever, the thoughtful design and innovative packaging of Ziaho exemplify how brands can create memorable experiences that resonate with consumers.

As Sheth Kapadia puts it, ‘Every detail matters, and that’s what makes the unboxIng experience not just an action, but a celebration of the product inside.’