Masti
Brand Conceptualization, Identity Systems, Art Direction
Bringing Indian desserts to a global audience.
In my experience of sharing mithai* with my roommates and friends here in New York, they loved the flavor of the dessert, but were hesitant to try it at first, due to the aesthetics of the box and the form of the dessert itself.
*Mithai are Indian sweets made of sugar syrup and carbs such as nuts, grain or lentils and cut up into bite sized shapes such as cubes, diamonds, and balls.
introduction
The Design Problem, Mithai Packaging + Shape of Mithai
These distinct cultural aesthetics of the packaging, combined with the simplistic presentation of the mithai, (along with the anticipation for the taste,) creates a jarring experience for anyone who is new to Indian sweets.
The flavor of mithai is universally delicious, yet the visual culture surrounding the product is foreign. Much like chocolate, originating from South America to the world, 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)
solution
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.
Flavors
Logo & Iconography
Type & Hierarchy
Physical Applications