Toink

ITC was coming up with a unique snack to fulfil the consumers need for variety and novelty in snacks. Where they would have a combination of innovative flavours on a traditional khakra base and would have innovative shapes as well.

“TOINK” is a word we coined which is a sound when you’re hit, stunned or bewildered. We hand designed the logo to have that effect and we created the packaging in a comic strip style. So if you’re hit by a ball or stunned your head goes ‘toink’ and you see stars – which then takes on the different shapes of the snack. The back of the pack is also designed to create impact with using sounds like mmmm, crackle, Rrrrrip to add to the effect of opening a snack pack.