Gurung Snacks: Snack Packaging Design with a Cultural Code

In Uzbekistan, there is a word — “Gurung.” It means more than just a conversation; it’s a special moment when friends come together — sitting in a circle, unhurried, with a teapot on the table or a pack of sunflower seeds in hand. It’s where news is shared, football is debated, and laughter fills the air. Gurung is friendship, energy, and the living dialogue that connects people.

We transformed this atmosphere into the brand Gurung Snacks — a line of national treats: kurut (kashk), sunflower seeds, nuts, pistachios, and rice-based snacks. Simple, authentic products that are always present in those real-life moments of joy and togetherness.

The year 2025 became historic for Uzbekistan: for the first time, the national football team qualified for the FIFA World Cup. This moment of national pride became the emotional starting point for our concept — merging sport, friendship, and national identity into one powerful brand story.

In Uzbekistan, football isn’t just a sport — it’s a collective ritual, a “gurung” in its purest form. People gather to watch matches, discuss tactics, cheer, and argue. This shared experience perfectly mirrors the brand’s essence: connection, conversation, and energy.

Our insight was simple: Gurung Snacks = the taste of togetherness. Just as a football match brings fans together, a pack of Gurung brings people closer — turning any moment into a shared celebration.

We decided to connect the culture of gurung with the national football triumph — turning football players into modern heroes of the brand. On the packaging, they appear in anime and comic-book style — bold, expressive, and full of motion. This visual language resonates with young audiences, giving traditional rice snacks a fresh, dynamic, and collectible identity.

To strengthen engagement, we introduced gamification: inside each pack are collectible football player cards. They can be collected, traded, and compared, letting consumers build their own “team.” Thus, each snack becomes part of a bigger cultural experience — not just something to eat, but something to play with, discuss, and share.

• Cultural bridge — the brand connects national tradition (gurung) with modern pop culture (football & anime).
• Youth engagement — collectible cards turn the brand into a game and drive repeat purchases.
• National pride — the first World Cup participation becomes a marketing story that unites people.
• Emotional branding — Gurung Snacks moves beyond the product, becoming a part of everyday conversation and celebration.
• Partnership potential — opportunities for co-branding with fast-food chains, sportswear brands, and football academies.

Gurung Snacks is more than a snack brand — it’s a symbol of connection, pride, and playfulness. It’s not just about eating together — it’s about living the gurung.