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
Introduction
Spreading The Delight of Indian Desserts
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s aesthetic that no longer reflects its scale, product innovation, or cultural relevance.
Deliverables
Brand Foundation
Visual Identity System
Activations: Digital & Physical
Design Problem
Eclectic Food Shapes & Packaging that don't translate universally
Pain Points
Alien Food Form
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Culture isn't cool
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Anti-ergonomic design
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
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
Strategy
Market Audit
Market Landscape
Mass market — everyone:
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Children & families
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Gen-Z
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Market Landscape
Mass market — everyone:
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Children & families
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Gen-Z
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
User Research
Mass market — everyone:
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Children & families
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Gen-Z
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
User Personas
Mass market — everyone:
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Children & families
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Gen-Z
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Actionables
Alien Food Form
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Culture isn't cool
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Anti-ergonomic design
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Insights
Alien Food Form
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Culture isn't cool
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Anti-ergonomic design
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Sketches & Design Decisions
Alien Food Form
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Culture isn't cool
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Anti-ergonomic design
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
