Parab Masale Brand revamp
Brand Identity
Brand Mascot
Illustration
Packaging
Anyone can cook a homely meal with Parab Masale.
A taste of home, rooted in Maharashtra. Parab Masale is a Maharashtrian masala brand with roots going back to 1971. The challenge was to make that legacy feel familiar and relevant to the everyday cook, without losing its regional character. The brand strategy defines Parab as warm, grounded, knowledgeable, honest and quietly proud, speaking like someone from the family who knows good food without needing to prove it.
Parab Masale Brand revamp
Parab Masale Brand revamp
In Progress
In Progress
Brand Identity
Brand Mascot
Illustration
Packaging
Brand Identity
Brand Mascot
Illustration
Packaging
Anyone can cook a homely meal with Parab Masale.
A taste of home, rooted in Maharashtra. Parab Masale is a Maharashtrian masala brand with roots going back to 1971. The challenge was to make that legacy feel familiar and relevant to the everyday cook, without losing its regional character. The brand strategy defines Parab as warm, grounded, knowledgeable, honest and quietly proud, speaking like someone from the family who knows good food without needing to prove it.
A taste of home, rooted in Maharashtra. Parab Masale is a Maharashtrian masala brand with roots going back to 1971. The challenge was to make that legacy feel familiar and relevant to the everyday cook, without losing its regional character. The brand strategy defines Parab as warm, grounded, knowledgeable, honest and quietly proud, speaking like someone from the family who knows good food without needing to prove it.
Client
Client
Parab Masale
Parab Masale
Parab Masale
Services
Services
Branding, Art direction
Branding, Art direction
Branding, Art direction
Industries
Industries
FMCG
FMCG
FMCG
Date
Date
July 2026
July 2026
July 2026
Breaking barriers
Mascot Intent
Traditions
Breaking barriers
Mascot Intent
Traditions
Breaking barriers
Mascot Intent
Traditions
Instead of building the identity around spices alone, we wanted to start with people, place and the little rituals around cooking. That’s why the mascot is a father and son making masala together. We wanted to move away from the usual idea that cooking at home is always a woman’s job. The mortar and pestle becomes more than a cooking object: it becomes a symbol of tradition being passed down.
Instead of building the identity around spices alone, we wanted to start with people, place and the little rituals around cooking. That’s why the mascot is a father and son making masala together. We wanted to move away from the usual idea that cooking at home is always a woman’s job. The mortar and pestle becomes more than a cooking object: it becomes a symbol of tradition being passed down.
Typeface
Wordmark & Lockups
Typeface
Wordmark & Lockups
Typeface
Wordmark & Lockups
Visualizations
Visualizations
Visualizations
Translating the identity across physical and digital touchpoints, keeping the mascot, wordmark, colour and typography system consistent across different formats.
Translating the identity across physical and digital touchpoints, keeping the mascot, wordmark, colour and typography system consistent across different formats.
In Progress
In Progress