Haldirams
Creating a new retail format for an evolving brand
2018
Experience Design
About
Haldirams is a well known Indian manufacturer of packaged snacks and sweets, as well as a restaurant chain. While the snacks are distributed in stores across the country, the restaurants were primarily located in Delhi, and offered a wide range of food, across multiple cuisines. They wanted a new retail offering that would bridge the gap between the two, and showcase their new range of frozen food.
Design Concept
Working with the team at Interbrand, I designed a new retail concept for Haldirams: HR Express. This was an independent retail outlet, selling all the pre-packaged items that were normally sold only in Haldirams restaurants, or in grocery stores. These smaller shops are intended to be placed in mixed use buildings, giving people a quick and convenient way to enjoy Haldirams.
In addition to designing the space, we created an Experience Manual that detailed the materials, furniture, lighting and lighting to be used, and acted as a style guide for both new Haldirams restaurants, as well as HR Express outlets.
