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Jugnu is an inclusive clay-play concept designed for neurotypical and neurodivergent children.
The project explored how a product could make creative play more engaging, tactile, and inclusive through its sensory experience. Inspired by the firefly, or jugnu, the brand represents the light and individuality within every child. The clay itself glows in the dark, adding an element of surprise and playfulness to the experience while reinforcing this idea of finding and expressing the light within.
I developed the brand identity, kit materials, packaging, and brand photography, with the packaging designed to transform into an interactive board game, giving it a second life as part of the play experience.
Designed across: Branding · Packaging · Visual Identity · Product Experience · Photography
A project where I fell in love with brand identity design. JUGNU has a piece of my heart.
Nice work
Making the packaging transform into the board game is the smartest move here — it turns unboxing into the first play session instead of throwaway waste, which matters more for a sensory product than the glow-in-the-dark clay itself.
Yes!!
Although I must credit the Pinterest pin that inspired this idea.
The packaging turning into a board game might be the strongest branding decision here - the identity keeps working after the unboxing instead of ending up in the bin. Did the glow-in-the-dark clay come first, or did the firefly metaphor lead you to it?
I always wanted it to be a sensory experience. So the glow-in-the-dark clay came first. I thought of the firefly metaphor on the train while listening to a bollywood song which has the word 'Jugnu' in the lyrics. That's when it clicked, haha!
Thanks :)
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