It doesn't get
butter than this.
Maskaa, meaning butter, is the modern mithai extension of Madam G’s restaurant in Kolkata. Here, we explored the contemporary perception of traditional Indian sweets by creating an identity and packaging style on par with global confectionery brands.
To do this, we began with a colour palette that blended delicious, soft pastels and rich, moody tones, reflecting the idea of all-year gifting. Then, we designed wave patterns to symbolise butter’s soft, smooth texture, layered together to represent the complexity of typical Indian recipes. Together, these elements formed an elegant and inviting visual approach that complemented the artisanal treats without taking away from them.
This look and feel was carried forward onto boxes, carry bags, stickers, wrapping paper, and more. Staying true to Madam G’s feel-good essence, Maskaa is all about finding one’s butter half –– the sweets, of course.
