Mithzy — A Modern Take on Indian Desserts
Project Description
Mithzy is an Indian dessert brand inspired by the comfort of a simple bowl of kheer - fresh, handmade, and preservative-free. The founders wanted a brand that felt familiar yet modern, appealing to both young India and older generations. Over 6 weeks, we created the complete brand identity: logo, colors, typography, patterns, and a brand book to launch the brand with a strong foundation.
Problem
India has thousands of sweet shops, many with a similar traditional look. Mithzy wanted to stand apart with a fresh, modern identity that stayed true to its Indian roots - warm, authentic, and proudly Indian.
Old-style Sweet Shop Look
Most Indian sweet brands look the same — gold borders, heavy fonts, busy designs. Mithzy needed to feel modern and fresh.
No Story or Personality
The brand had no clear voice. Was it premium? Was it street food? Was it for kids or families? Was it needed a personality people could feel.
Hard to Use Across Touchpoints
A dessert cart, a packaging label, an Instagram post, and a wedding catering banner - all need to look like the same brand. There was no system.
Color Palette
Solution
We created a warm, modern, proudly Indian brand. The logo combines a bowl and two spoons into a stylized “M,” symbolizing shared sweetness. Bright orange and soft cream bring warmth, while the identity scales seamlessly from carts to packaging.
A Logo That Tells a Story
Two spoons in one bowl. It means sharing. It means togetherness. The "M" is not just a letter - it is the brand's heart.
Warm and Friendly Colors
Bright orange feels like festival, like home, like joy. Soft cream balances it. Together they feel both modern and traditional.
A System for Every Touchpoint
From a small favicon to a full dessert cart wrap - the brand book covers it all. Anyone on the team can use it without asking a designer.
Design Process
We began with the story — understanding who Mithzy is for and what it should make people feel. Through founder discussions, we defined its core: joy, sharing, freshness, and modern Indian roots. From there, we built the identity step by step: logo, colors, typography, patterns, and packaging. Over 6 weeks, we delivered 40+ assets and a complete brand book.
Brand Strategy & Research Start Week: 1
2w
Logo Concept & Sketches
1wLogo Refinement
1wColor & Typography System
1wPatterns & Brand Assets
1wApplications & Brand Book
2wThe System We Built
Style guide, components, screens.
Client Feedback
We wanted Mithzy to feel young, but still warm and Indian. The brand Tarsh and the team built does exactly that. Now our packaging, our cart, and our Instagram all feel like one brand. People remember us.
