Johar Joshanda is a Qarshi herbal blend for flu, cough and cold, a household name in Pakistan, sold in foil sachets that read like sample medication. The brief was to analyse local and global brands in the category, then rebrand one of them end to end.
The move was to stop selling a remedy and start selling a herbal tea: a real mark, a flavour system you can read across a shelf, and paper packaging in place of plastic, without losing the traditional warmth people already associate with the name.
Five local brands and five global ones in the same category were pulled apart panel by panel, then Johar Joshanda’s own sachet, carton and box were compared against each other. Six findings came out of it, and each one turned into a design decision.
The monogram folds a J into a cup with steam, readable at sachet size, and equally at home as an outline on a coloured field. Each flavour owns a colour and a hand-drawn botanical pattern, so the range reads as a family before a single word is read.
Three formats carry the system: a 30-sachet retail box, a 5-sachet carry pack, and the single sachet itself, all kraft paper, all printed with the flavour pattern and a cream label that repeats the mark.
The dieline was drawn, printed and folded at real scale so the label sat where a hand actually holds the box, and so the pattern still read once the panels wrapped around a corner.
The A3 launch poster runs all five patterns as diagonal bands, with a sachet resting on each, the fastest way to say “same tea, five flavours, new paper pack” without a paragraph of copy.
Every format was printed at actual scale and built by hand, the 30-sachet Honey box, the 5-sachet Chocolate pack with a fully Urdu front, and the kraft single sachet with its sticker label. Nutrition panel, directions, barcode and dosage icons all sit where a real pack would carry them.
