Mithashh
THE TASTE OF TRADITION
Project Paradigm:
The Mithashh packaging was envisioned as a luxurious, eco-friendly, and reusable carry bag that not only reflects the brand’s heritage but also celebrates the joy of sweets in every moment. The task was to create a design for the bag that tells a story through detailed illustrations, blending tradition with modernity.
Brand Story
Mithashh is a family-run brand born from a grandmother’s passion for crafting authentic sweets using recipes perfected over decades. Raised in the old town area of Ahmedabad, her journey to the city after marriage brought her culinary legacy to new heights. Her grandson joined hands with her to bring these cherished recipes to the modern world, making them accessible through e-commerce, home delivery, and customizable options. Today, Mithashh bridges the gap between Ahmedabad’s rich traditions and contemporary lifestyles, ensuring that every sweet tells a story of heritage and joy.
Illustrations
We began by conceptualizing individual illustrations to tell the story of Mithashh and its connection to celebrations, tradition, and joy. Each illustration was designed to convey a unique narrative, focusing on various moments and relationships where sweets play an essential role.
The first illustration featured Grandma and Grandson, the heart of Mithashh’s brand story. Set against an old-style Ahmedabad house, it showed the duo with a recipe book, symbolizing the passing of culinary legacy and the foundation of Mithashh. Bowls of sweets were placed in the foreground to highlight their creations. The Patang Hotel, an iconic Ahmedabad landmark, was illustrated to symbolize the pride and tradition of the city. Its inclusion added a distinct local identity, bridging the brand’s modern approach with its cultural roots. Another important element was the Jama Mosque, a historical structure that represented the grandeur and heritage of Ahmedabad. This illustration added depth to the narrative, connecting Mithashh’s authenticity with the city’s rich history. We also envisioned an illustration titled Generational Joy, showing women of different ages—an elder, a youth, and a child—dressed in traditional attire and enjoying sweets together. This imagery captured the timeless appeal of Mithashh across generations, symbolizing its enduring relevance.
For the Modern Family Bonding illustration, a contemporary family of four was shown savoring Mithashh sweets at home, representing the brand’s place in modern households and its ability to bring families together through shared joy. To highlight the brand’s reach, Celebration Delivered depicted a delivery person carrying Mithashh sweets. This visual connected the brand’s traditional offerings with its modern convenience of delivery services. The Ahmedabad Skyline was illustrated in the background, tying all the elements to the city and creating a cohesive sense of place.
Complementary Illustrations
In the next illustration, Sports Celebration, two young boys were shown wearing Team India jerseys, sharing sweets. This visual celebrated the camaraderie and joy associated with sports, tying sweets to moments of collective happiness.
The A Sweet Offering illustration depicted a small boy offering sweets to a statue of Lord Krishna, symbolizing devotion and reverence. This added a spiritual dimension to Mithashh’s story.
In the next illustration, Sports Celebration, a girl wearing a medal and carrying Mithashh sweets was shown, highlighting how sweets are an integral part of victory and achievement celebrations.
Additionally, two young boys were shown wearing Team India jerseys, sharing sweets. This visual celebrated the camaraderie and joy associated with sports, tying sweets to moments of collective happiness.
Finally, Joyful Moments portrayed an elder man mischievously enjoying sweets while his wife lovingly watched. This lighthearted scene highlighted the everyday joys of life and the little moments that Mithashh helps make sweeter.
Each of these individual illustrations was meticulously designed to stand alone while contributing to the overarching narrative of Mithashh, reflecting that sweets are at the heart of every celebration and cherished moment.
Final Product
View Final Product Video from Customer ↗
The final carry bag blended elegance and functionality, featuring eco-friendly materials and intricate line illustrations that narrated Mithashh’s story. The front showcased grandma and her grandson against an old-style Ahmedabad house, the iconic Patang Hotel, and the Jama Mosque, with women of different generations enjoying sweets in traditional attire. The back portrayed a modern family savoring sweets at home and a delivery person delivering Mithashh sweets, set against iconic Ahmedabad landmarks. The sides included practical details like the QR code, brand name, and contact information, ensuring the bag was as functional as it was beautiful. This luxurious and reusable design reflected Mithashh’s legacy while celebrating the joy of sweets in every moment.