Masti
Brand Strategy
Art Direction
Bringing Indian desserts to a global audience.
The perception of NYC is largely defined from an elevated point of view. Through the repetition of iconic sky scrapers and historical landmarks such as the Empire State and the Chrysler Building.
However, my perception of NYC is defined by the visual culture surrounding me on foot all the time, which can often go unnoticed as white noise. The project is about breathing life into the things constantly surrounding us, that we take for granted/
Because in my opinion, these elements define NYC, not just Manhattan, as much as iconic landmarks such as the Empire State, if not more.
Introduction
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
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