Paro
Award: Shortlist
Shortlist / Packaging Design / FMCG / 2024
Founded by a first generation Pakistani American, Paro makes South Asian comfort food with elevated ingredients, for the US pantry. Like Masoor Daal, a lentil dish mixed with earthy spices and Kitchari, a blend of basmati rice, mung beans and spices.
The design idea was to define an authentic and fresh “modern South Asian” vernacular and communicate the flavor punch you should expect. The logo is inspired by Urdu calligraphy and the jewel tones by Pakistani textiles. The bright orange and parallelogram shape becomes a strong and iconic visual signature for the brand, used across the family.
