Masti

Masti

Brand Strategy

Identity Systems

Art Direction

Bringing Indian desserts to a global audience.

Mithai are Indian sweets made of sugar syrup and most of some carbs such as nuts, grain or lentils and cut up into bite sized shapes such as cubes, diamonds, and balls.

In my experience of sharing mithai with my roommates and friends, they loved the flavor, but were first hesitant to try it, due to packaging such as this:

Design Problem, The Packaging of Mithai

The flavor of mithai is universally delicious, yet the visual culture surrounding the product is foreign.

Much like chocolate, which originates from South America, more people need to try this kind of novel dessert which is a staple in all Indian homes.

"Samarth, I’ve got to admit, I wasn’t sold on that kaju burfee at first. Like, the packaging gave off major 'meh' vibes. But oh my god, the second I took a bite, it was a revelation! It’s like creamy, nutty magic. "

Nicole, a friend from school

(after trying a piece of kaju burfi)

The Lore

The nostalgia of a warm, summer evening at home back in India. The sweat, the humidity, the warmth and the neighborhood.

The community. A gathering of all the family and friends to share the day's adventures. The sharing of love, through warmer chai and some mithai, with some masti.

The Candy

Making mithai in a typical Indian home is a process deeply rooted in tradition, often passed down through generations. It begins with the careful selection of ingredients like milk, ghee, sugar, various flours, and an assortment of nuts and spices.

Throughout this process, the kitchen is filled with enticing aromas, and the atmosphere is often festive, especially during holidays or celebrations. Making mithai is not just about following a recipe; it's a labor of love that brings families together, creating cherished memories and delectable treats that embody the essence of Indian culture and hospitality.