01 —
India's ultimate
India's ultimate
family game
Desi Feud is a fast-paced, entertaining game designed for families and friends — built around relatability, humor, and the kind of questions that make Indian households explode with laughter.
What started as a freelance illustration gig grew into something much larger. I was initially brought in to create illustrations, but as the project developed, I took over the complete graphics direction — handling the full packaging design from concept to print-ready files.
This became my first-ever packaging project. A bold, vibrant, culturally rooted system designed to stand out on Amazon and on shelves — and it did.
2K+
Copies sold
250+
Questions
3
Game modes
My Role
Illustrator → Lead Packaging Designer
Deliverables
Box Packaging · Card Graphics · Marketing Assets
Color Palette
Yellow · Purple · Bold & Vibrant
Platform
Amazon India · Retail
First Packaging Project
End-to-end ownership · Print-ready output
02 —
How it evolved
✏️
Phase 01 · Origin
It started as an illustration gig
I was hired purely as an illustrator — the brief was to create character-driven artwork representing different Indian personalities for the game cards. Pop culture references, street aesthetics, bold outlines. Fun, self-contained work.
⚡
Phase 02 · Expansion
I took over the full project
As the illustrations came together, the client needed someone to own the complete visual language — box packaging, card layouts, marketing graphics. I stepped in and built the entire design system from the ground up. This was my first packaging project ever.
📐
Phase 03 · Research & Direction
Market research & competitive analysis
Studied family board game packaging across the market. Identified that most Indian games played it safe visually. Desi Feud needed to be louder — more confident. I built a palette around high-contrast yellow and purple, with bold typography that reads instantly from across a room.
🎨
Phase 04 · Design Execution
Illustrations, packaging & print-ready files
Custom character illustrations. Box structural layout with all six faces designed. Card back designs, question categories, speech bubble typography. Marketing infographics for Amazon product listing. Everything coordinated into one cohesive visual system.
🚀
Phase 05 · Launch
2,000+ copies sold on Amazon
The game launched and sold over 2,000 copies. The packaging worked — visually driving conversions on the Amazon listing and standing out in gifting contexts. A proof of concept for what strong visual identity does for a product.
Early Illustrations · Character Work
Visual System · Icon Elements
Process · Client Rounds
03 —
Design
Design
approach
Visual Identity
Bold yellow–purple palette built for shelf impact and Amazon thumbnail recognition. Character illustrations rooted in Indian pop culture and street aesthetics — instantly relatable, never generic.
Packaging Structure
Compact yet spacious box layout designed for safe component storage. Eco-friendly material specs. Organized interior for card accessibility. Six-face design with consistent visual hierarchy across every surface.
Typography & Humor
Playful, legible typeface maintaining clarity and fun simultaneously. Speech bubbles, quirky taglines, and category labels that add personality. Strong logo hierarchy readable at thumbnail scale on Amazon.
04 —
The final product
05 —
What I built
C.01
Character Illustration System
Developed custom character-driven artwork representing diverse Indian personalities. Each character was built to reinforce relatability — rooted in pop culture references and street aesthetics — forming the visual backbone of the game's identity.
C.02
Full Box Packaging Design
Designed all six faces of the game box with a cohesive visual hierarchy. Structured the layout for maximum shelf appeal and Amazon thumbnail impact. Delivered print-ready files with bleed, crop marks, and material specifications.
C.03
Card Graphics & Game Components
Designed all card backs, question category labels, speech bubble layouts, and component graphics. Built a visual system that works at small scale — legible, fun, and consistent across 250+ question cards and 3 game mode sets.
C.04
Amazon Marketing Infographics
Created the full suite of product listing images for Amazon — infographic panels highlighting game features, categories, gameplay modes, and gifting appeal. These visuals directly drove conversion and contributed to 2,000+ units sold.
06 —
Final outcome
A first packaging project that actually sold.
Desi Feud proved that strong visual identity isn't decorative — it's commercial. The packaging became the product's most powerful salesperson, working silently on Amazon listing pages and in gifting contexts across India.
Starting as an illustrator and growing into the full design lead taught me how to own a visual system end-to-end — from the first character sketch to the print-ready box that ships to customers. A milestone project.
Starting as an illustrator and growing into the full design lead taught me how to own a visual system end-to-end — from the first character sketch to the print-ready box that ships to customers. A milestone project.
2,000+ Copies Sold
Amazon India · Active Product Listing
First Packaging Project
End-to-end ownership · Print-ready delivery
Illustration → Design Lead
Expanded scope from gig to complete project
Cultural Resonance
Desi-first visual language · Indian households
Back to work
Yash Dahiya · 2025