Masti
Strategy
3D Illustration
3D Animation
Brand Deck
Posters
Packaging Design
Logo Design
Bringing Indian desserts to a global audience.
Overview
Masti is an Indian dessert brand that makes mithai* accessible to non-Indians through reimagining the form of the dessert, packaging, and visual identity.
*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.
The Design Problem,
Distinct Cultural Aesthetics
Furthermore, their disconnect with the young adult audience poses a challenge, as Gen Z represents the future. Embracing and engaging with the youth could offer significant opportunities for Skechers to participate in sneaker culture and streetwear heritage.
Strategy
Started by Volksgeist, a voice in culture of hip-hop, to motivate the youth to chase their dreams.
Lead by the Y2K motifs in the existing brand language, this creative direction explores the ethereal landscapes of the Spirit World. Drawing inspiration from Japanese symbolism, graphic design and animé aesthetics.
The Lore
Started by Volksgeist, a voice in culture of hip-hop, to motivate the youth to chase their dreams.
Lead by the Y2K motifs in the existing brand language, this creative direction explores the ethereal landscapes of the Spirit World. Drawing inspiration from Japanese symbolism, graphic design and animé aesthetics.
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
Started by Volksgeist, a voice in culture of hip-hop, to motivate the youth to chase their dreams.
Lead by the Y2K motifs in the existing brand language, this creative direction explores the ethereal landscapes of the Spirit World. Drawing inspiration from Japanese symbolism, graphic design and animé aesthetics.
How It's Made
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.
Sizing
Flavors
