Masti
Responsibilities
→ Strategist
→ Packaging & Food Designer
→ Brand Identity Designer
→ 3D Designer & Animator
Context
Summer 2025
Duration: 2 Weeks
Tools: Adobe CC, Figma, Blender
Problem
Existing Indian dessert brands rely heavily on ornate, traditional motifs, gold foiling, and cultural symbolism that doesn’t translate universally.
Objective
Transform mithai from a ceremonial dessert, into a globally relevant confectionary product, like chocolate from South America, and mochi from Japan.
Key Words
Warm, Traditional, Contemporary
Design Problem
Eclectic Food Shape & Packaging
Despite its universally appealing taste, mithai is often presented through ornate forms, complex packaging, and highly traditional visual language that can feel unfamiliar or inaccessible to those outside Indian culture.
This creates a barrier to entry, positioning mithai as exotic rather than an everyday dessert. The challenge is to refine its form, packaging, and branding to make mithai more approachable to a global audience while preserving its cultural authenticity.
Brand Core
Primary Logo Lock Up
Type-based Logo Lock Up
Primary Colors
Secondary Colors
Primary Typeface
Secondary Typeface
Secondary Typeface
Imagery
Brand Breakdown
3 flavors of Indian Desserts, known as Mithai, transformed into bite sized balls, in order to be consumed as To-Go snacks by a global audience.
Chocolate (Fudge)
Boondi (Gram Flour)
Kajoo (Cashew)
Packaging: 12 bite sized balls per box.
Value Proposition
bringing. value to a global market
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
making culture contemorary
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
ergonomic design
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
