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.

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?

Holy War// Exot Studio™ a.exot

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