Masti
Bringing Indian desserts
to a global audience.
Design Problem
The taste of the Mithai (Indian desserts) is universally delicious, however, ornate and distinct cultural aesthetics of the packaging creates a barrier to entry for audiences who
are foreign to Indian culture.
What is Mithai?
Mithai comes in a variety of shapes and flavors: from cube-shaped barfis, and round laddoos, to diamond-cut kajus katlis and spiral jalebis. Flavors range from nutty and creamy (like pistachio, almond, cashew), to spiced and fragrant (cardamom, saffron, rosewater), and even rich and syrupy with ingredients like jaggery, ghee, and condensed milk.
Pain Points
Newcomers Are Aliented
Explore objects from a physical, social, cultural
& historical context
Learn about related topics, which you wouldn’t otherwise
Flavor is Overshadowed
Explore objects from a physical, social, cultural
& historical context
Learn about related topics, which you wouldn’t otherwise
Hard to Carry Around
Explore objects from a physical, social, cultural
& historical context
Learn about related topics, which you wouldn’t otherwise
Value Proposition
Accessible to Anyone & Everyone with a sweet tooth
Like chocolate, mithai is universally
Making Culture Cool
Explore objects from a physical, social, cultural
& historical context
Learn about related topics, which you wouldn’t otherwise
More Ergonomic Packaging
Allows for functionality
Thank you for reading!
Food & Packaging Design
Branding & Visual Identity