Mittay, a new brand focused on bringing authentic Pakistani ice cream flavours to a broader audience, aimed to establish a strong market presence through vibrant and culturally recognised branding and packaging.

We delved into the rich visual culture of Pakistan, studying traditional motifs, patterns, and color schemes found across this diverse nation. Our aim was to capture the essence of Pakistani heritage while modernising it for a retail impulse-buy audience.

Each flavor was treated as a celebration of Pakistani culinary traditions through use of contrasting energetic colours. For example “Khulfa,” a popular and nostalgic flavor, the branding needed to evoke memories of traditional desserts while ensuring it felt fresh and modern.

The distinctive packaging design significantly boosted Mittay’s visibility in a marketplace where there is very little brand loyalty or leading name.