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.
*Mithai comes in a variety of shapes and flavors: from cube-shaped barfis, and round laddoos, to diamond-cut kajus katlis and spiral jalebis.
Pain Points
Newcomers Are Aliented
As mithai are deeply rooted in tradition, the cultural aesthetics surrounding the food creates an intimidating experience for anyone who is new to Indian culture.
Flavor is Overshadowed
As the attention is drawn to the packaging aesthetics, as well as ornamentation such as rose petals on top of the sweets, the flavor at the heart of the dessert is lost.
Hard to Carry Around
Sleek, long boxes are functionally more tedious to carry outside for a snack, as compared to more compact packaging.
Traditional = Lame
The existing cultural aesthetics are somewhat outdated. Culture must be re-introduced under a lens and aesthetic that is more appealing to young people.
Design Changes to Traditional Mithai
Form of Dessert
Original recipes, simplified into bite sized balls.
Packaging
A compact box, designed to be carried around.
Branding
Clean aesthetics maintaining cultural heritage.
Flavors
Chocolate
Ergonomically inefficient, slender packaging is replaced with a compact box containing 12 mithai balls, designed to be carried around.
'Boondi'
Ergonomically inefficient, slender packaging is replaced with a compact box containing 12 mithai balls, designed to be carried around.
'Kajoo'
The ornate and heavily decorated aesthetics are replaced with clean and mellow identity, catering to Gen Z, while maintaining cultural heritage through symbolism.
Value Proposition
Accessibility
Giving the product itself, and the flavor, space to shine
Adapting Culture for a Younger Audience
Explore objects from a physical, social, cultural
& historical context
Learn about related topics, which you wouldn’t otherwise
More Ergonomic Packaging
Compared to long boxes, Masti's compact box is catered to teens who
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Food & Packaging Design
Branding & Visual Identity
