Mishti is a conceptual Indian sweets brand where the visual identity is shaped by the sweets themselves. The brand's design language celebrates the rich diversity of traditional Indian mithai, with a custom logo inspired by the smooth, diamond-shaped contours of Kaju Katli. The typography reflects the soft edges and delicate symmetry of this beloved sweet.
Generative Pattern
Mishti’s generative pattern system consists of four layered elements, each inspired by a different Indian sweet. The first layer features angular, diamond-like shapes of Kaju Katli, providing structure. The second layer introduces fluid, swirling curves inspired by Jalebi, adding motion. The third layer consists of soft, rounded forms from Gulab Jamun and Rasgulla, bringing depth and contrast. The final layer mimics the fragmented texture of Sweet Boondi, creating a delicate, speckled effect. Overlapping these layers produces intricate, ever-evolving patterns that reflect the richness of Indian sweets.
Generative Logotype
This generative logotype draws inspiration from handmade Indian sweets, where each piece is cut by hand, making them uniquely imperfect. The irregular quadrilaterals forming the letter M reflect this organic craftsmanship, embracing variation while maintaining structure. Like traditional sweets, each logo instance is subtly unique yet instantly recognizable.
