Crease Design Works partnered with ITC Limited to lead a research-driven packaging transformation for Bingo Tedhe Medhe in one of India’s most crowded and competitive snack categories. Our work began with deep consumer insight and category analysis — conducting focus groups, decoding consumer behaviour, and auditing competitor packaging on retail shelves. These insights shaped a clear design strategy focused on shelf disruption without alienation: balancing bold differentiation with instant category recognition. We translated this strategy into concept-led design sketches, where every visual element — colour, typography, structure, and graphic language — was intentionally chosen to reinforce brand personality, flavour cues, and impulse appeal. Each decision was strategically justified and presented to senior ITC stakeholders, ensuring alignment between design intent and business objectives. Following concept approval, we developed high-fidelity 3D renders and production-ready mockups, enabling a smooth transition from strategy to execution. The final packaging — later endorsed by Ranveer Singh — stands as a strong example of strategy-led FMCG design that performs at scale, on shelf and in culture.