Stop Not snacks was launched in two Indian states on 18th April 2011.It was a late entrant into an already crowded Indian snacks market.

The brief was to help the product stand out amongst the competition and the packaging had to play a key role in creating a differentiation.

Where does it show when you're really enjoying something you're eating? Yes. On your face.

And that's what we took forward onto the packaging design for Stop Not.Traditional snack packaging seems to be governed by an unwritten set of rules: Bright colours, busy graphics, bold typography, imposing product shot. And the biggest rule: Ape the ones doing well in the market.We broke the rules. We put a face where (usually) the product has been. We gave the customers a break from the mindless homogeneity.

Just weeks into the launch, the client has reported very encouraging numbers in the two states where the product has been launched.The feedback from retailers (who are the ones closest to the consumers) has been encouraging too. The packs stand out well in their crowded display shelves. Customer trial has been very high.