Masti
Strategy
Art Direction
Packaging Design
3D Illustration
3D Animation
Brand Systems
Bringing Indian desserts to a global audience.
Overview
Mithai are Indian desserts, known for their rich flavor and vibrant presentation. However the niche cultural aesthetics of the packaging creates a barrier for entry to those who are unfamiliar with Indian culture.
The aim is to re-contextualize mithai for a global audience by refining its form, packaging, and branding while preserving its deep cultural roots.
In a way that feels as natural and accessible as chocolate; something people instinctively reach for, proving that great taste transcends cultural boundaries.
Timeline
Q3 2024
Duration
3 weeks
Key Words
Warmth, Tradition, Heritage, Modern-Indian
The Design Problem,
Distinct Cultural Aesthetics
Traditional mithai packaging is often ornate, heavily patterned, and visually complex, which can feel overwhelming or unfamiliar to those outside the culture. Similarly, the sweets themselves come in intricate shapes and textures that, while beautiful, may feel intimidating for new consumers. Making mithai feel less approachable despite its universally appealing taste.
Strategy
This approach begins with simplifying the visual identity of mithai itself, distilling its form into something clean, modern, and inviting while maintaining its authentic essence. The packaging follows suit, moving away from traditional, often heavily decorative designs toward a more minimal and contemporary aesthetic that speaks to a broader audience. The brand identity is built around warmth and community—the heart of mithai consumption—communicating not just the product but the experience of sharing it.
The Dessert & Packaging
The product itself is a collection of bite-sized mithai, each precisely 1.5 inches in diameter, designed for effortless indulgence.
Packaged in sleek, stackable boxes of 16 - eight on top and eight on the bottom, the format mirrors the refined presentation of confections like Ferrero Rocher.
The box features a close-up texture of the mixture from which the sweets are rolled, an organic visual that connects the consumer to the process.
Kajoo
Boondi
Chocolate
Combining the creaminess of milk solids with the deep taste of chocolate. The first thing you notice is its smooth, fudge-like texture. The mithai is made by blending khoya, sugar and cocoa powder, resulting in a with dense, melt-in-your-mouth texture.
Made from finely ground cashew nuts (kajoo), which give it a smooth, luxurious texture that almost melts in your mouth. The taste of kajoo is characterized by its creamy, nutty flavor, with the natural sweetness of cashews taking center stage.
Known for its rich and indulgent taste, its soft, yet slightly grainy texture. Created by tiny, round, fried droplets of flour batter, known as Boondi. These balls are soaked in a fragrant sugar syrup, infusing them with a sweet, caramel-like flavor.
Easy to Carry & Fun to Share!
16 Bite Sized Balls per Box
Art Direction
An Indian kitchen at dusk, where the golden evening light filters through, casting soft shadows on marble countertops. The air is thick with the aroma of chai brewing on the stove, its steam curling into the air, carrying hints of cardamom, ginger, and cloves.
A blend of rustic charm and contemporary sensibility, capturing the warmth of an Indian kitchen through a modern visual language. The 3D-rendered space is infused with stylized, watercolor-like materials, evoking a handcrafted quality that feels both familiar and fresh. The textures and forms are soft yet expressive, reminiscent of traditional Indian art movements like Pichhwai and Phad.
Thank you for reading!
