Creative agency Maitri has added another feather to its cap as 22-year-old Art Director Muhammed Farhan brought home Kerala’s first Red Elephant at the prestigious Kyoorius Design Yatra 2025.
The winning brief came from Bingo!, the packaged snacks brand from ITC Foods, which sought innovative packaging for its festive gift packs. The challenge was to deliver a modern and premium take on gifting while staying within a limited budget. He developed two packs, one for Bingo’s flagship products and another for its new festive editions of nuts and almonds.
Gift Pack A was inspired by Warli art, a traditional tribal art form known for its geometric patterns and figures. Farhan arranged Bingo’s iconic snacks like chips, nachos, and Tedhe Medhe into a celebratory Warli composition. The packaging is a single strip with a looping mechanism that adapts to hold varying quantities of snack packs.
Gift Pack B was a mandala-inspired system built from cashews, almonds, and exotic mixtures. Taking cues from India’s classic tiffin box, the modular paper design clicks together neatly. Portions can be added or removed while still locking the pack securely.
Speaking on the win, Raju Menon, Managing Director of Maitri, said: “It’s always a pleasure to support young talent. Farhan joined us at 18, and his meteoric growth has been a delight to watch. We’re all very proud of our young star.”
Francis Thomas, Group Creative Director of Maitri added, “We knew this day was coming – Farhan has already won 4 Blue Elephants at Kyoorius and was shortlisted for the Young Maverick at Goafest this year. It’s even more impressive that he did all this without a formal design education.”
“Receiving the first award at Kyoorius Awards 25 in front of thousands was an unforgettable milestone. Representing Maitri is an honour I’ll always carry. My heartfelt thanks to Francis, Vincent and Miriam for their constant support, and to everyone who has believed in me.” – Muhammed Farhan.
This historic win underlines Maitri’s commitment to nurturing young talent.
See Farhan’s award-winning work here: https://kyooriusyoungblood.awardsengine.com/?action=ows:entries.details&e=196533 &project_year=2025