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Background
Background
Problem Area
Problem Area
Knowing the Brand
Knowing the Brand
Brand Design
Brand Design
Design Iteration
Design Iteration
Packaging Construct
Packaging Construct
Visualisation
Visualisation
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Brand Story
Our brand is deeply rooted in the western coastline of India, especially the Konkan region, where the art of fish drying has been passed down through generations. Dry fish is more than just food—it’s a tradition, a livelihood, and an essential part of Indian and global cuisines.
Despite its rich heritage and nutritional benefits, high-quality dry fish that retains its authentic taste and purity can be hard to find. That’s where we come in. Maawra bridges the gap between tradition and modern preferences by perfecting the time-honored drying process while ensuring every batch is carefully handled to maintain its natural goodness.
The process begins with fresh fish caught in large quantities, then mixed with locally produced rock salt to enhance its preservation naturally. It is then carefully sun-dried, a method that allows it to retain its rich flavor and nutritional value while ensuring it lasts for months without refrigeration. However, traditional drying methods are often seen as unhygienic, raising concerns among modern consumers.
By staying true to the wisdom of the past and refining our process for today’s consumers, we bring you dry fish that is pure, flavorful, and packed with nutrition—just the way it was meant to be.
Brand Story
Maawra is deeply rooted in the western coastline of India, especially the Konkan region, where the art of fish drying has been passed down through generations. Dry fish is more than just food—it’s a tradition, a livelihood, and an essential part of Indian and global cuisines.
Despite its rich heritage and nutritional benefits, high-quality dry fish that retains its authentic taste and purity can be hard to find. That’s where we come in. Maawra bridges the gap between tradition and modern preferences by perfecting the time-honored drying process while ensuring every batch is carefully handled to maintain its natural goodness.
The process begins with fresh fish caught in large quantities, then mixed with locally produced rock salt to enhance its preservation naturally. It is then carefully sun-dried, a method that allows it to retain its rich flavor and nutritional value while ensuring it lasts for months without refrigeration. However, traditional drying methods are often seen as unhygienic, raising concerns among modern consumers.
By staying true to the wisdom of the past and refining our process for today’s consumers, we bring you dry fish that is pure, flavorful, and packed with nutrition—just the way it was meant to be.
Brand Story
In the heart of the Goa , where the sea whispers secrets to the swaying coconut trees, love is not just an emotion—it’s a way of life. “Mog” means love in Konkani, and love is at the core of everything we do.
Mog Tales isn’t just about drinks; it’s about stories—stories of tropical adventures, soulful connections, and the simple joys of life. Each sip is a chapter, blending the rich creaminess of coconut milk with vibrant, funky fruit flavors. It’s a drink that surprises, excites, and makes you fall in love, over and over again.
Whether you’re sharing a bottle with your bestie, toasting to new beginnings, or simply indulging in a moment of self-love, Moog Tales is here to make every moment a little more special. Because every
love story deserves a refreshing twist—just like our drinks.
Logo Concept Explanation:
• The design takes inspiration from fish, a central element of your brand, and incorporates it into the wordmark.
• The first ‘M’ is stylized to resemble the natural curve of a fish, making the logo dynamic while staying minimalist.
• The letterforms remain clean and modern, ensuring readability while the fish-like integration adds a unique touch.
• This fusion of type and symbolism effectively communicates your brand’s connection to seafood and the
traditional craft of dried fish.
Earth & Ocean Palette
Inspired by the coast, blending nature, heritage, and warmth.
Deep Blue – Trust, depth, and timeless wisdom.
Olive Green – Harmony, sustainability, and coastal landscapes.
Warm Brown & Terracotta – Heritage, resilience, and authenticity.
Muted Peach & Neutrals – Balance, warmth, and approachability.
Packaging Architecture Breakdown
Brand Zone – Showcases brand identity and tagline for strong recall and a premium look.
Product Zone – Clearly defines the product with a Statement of Identity (SOI).
Visual Zone – Engages customers with: Product visuals for appetite appeal ,
Cutout window for transparency, Product info like weight, benefits, and certifications
*This structured approach ensures clarity, authenticity, and engagement.
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Key Zones:
• Brand Zone: Features the Mog Tales logo and tagline, using a purple gradient for distinct branding.
• Product Zone:
• Mandatory Info: Includes volume (280 ml) and regulatory details.
• S.O.I (Statement of Identity): Highlights “Coconut Milk Based” for clarity.
• Product Visuals: A prominent papaya illustration enhances recognition.
• Product Name: “Papaya Flavor Drink” in a contrasting color ensures visibility.
This structure makes the product easily identifiable while reinforcing brand presence.
I’ve created a series of surrealistic illustrations where fruits are encapsulated within a heart, symbolizing the fusion of love and flavor that defines my brand. The heart isn’t just an emotion—it’s a vessel of indulgence, brimming with bold tropical tastes.
This surreal approach challenges the ordinary, making the fruits feel larger than life—just like the immersive experience my brand offers. Through this visual storytelling, I want to create a playful yet deeply sensory identity, inviting people to lose themselves in a tropical fiesta with every sip.
One of the key challenges in designing the visual identity for this dry fish brand was the inherent appearance of the product itself. Dry fish, by nature, lacks visual appeal and does not resemble its fresh counterpart, making it difficult for new or unfamiliar consumers to recognize or relate to it. Using direct imagery of dry fish could feel uninviting, especially for those trying it for the first time. Additionally, many consumers may not be familiar with the specific type of fish once dried, leading to confusion when identifying the product through photographs alone.
To address these challenges, I opted for a stencil-style illustration paired with a see-through window on the packaging. This approach strikes a balance between artistic representation and product visibility. The illustration provides a clean, visually appealing depiction of the fish while the transparent window ensures authenticity, allowing consumers to see the product without overwhelming them with unfamiliar imagery.
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This is My Story,
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Namaste! I'm Hritik Mhatre
PACKAGING DESIGN
BRAND DESIGN
2025
Maawra - Authentic Ocean Flavour
Maawra offers high-quality, naturally preserved dry fish, crafted with modern hygiene standards.
Pure, flavorful, and preservative-free, we support sustainability and authenticity.
Email Id - hritikmhatre2000@gmail.com
Contact Number - +91-8879147859
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PACKAGING DESIGN
BRAND DESIGN
2025
Mog Tales – A Tropical Fiesta in Every Sip!
Mog Tales is a coconut milk-based fruit drink that blends tropical flavors with love and
storytelling. Inspired by Goa's vibrant spirit, each sip is a refreshing, funky experience.
PACKAGING DESIGN
2022
Bombay Sweet Shop Packaging
I worked on Bombay Sweet Shop packaging during my internship. These are two projects,
Jamun Jujubes packaging and Independence Day sweet box.