Paro
2023 | Visual Identity, Packaging Design & Production, Visual Brand Assets & Photography
Modern South Asian Comfort Food for the American Pantry.
Founded by Glossier alum Umaimah Sharwani, Paro aims to go beyond the ethnic aisle and spice up the mainstream modern American pantry with flavors of an underrepresented cuisine: South Asian comfort foods inspired by her Pakistani roots.
We built Paro from the ground up with the challenge to:
A) Define how “Modern South Asian” looks and behaves across a brand experience, and B) Be exciting, attractive, and relevant to an unfamiliar yet curious American eater who might be meeting these types of products for the first time.
Across cultural cuisines what remains consistent is the comfort you get from a mother’s cooking. Paro takes its authentic name from Umaimah’s mother.Our north star for the brand identity and packaging, was to create the visual signature of ‘South Asian comfort’ in way that dodges loud CPG trends, to stand modern yet timeless. Our process of Cultural Foraging™ brought in design references across Pakistani calligraphy (as seen in the wordmark), textiles (as seen in the rich color), and vernacular of Pakistani food products where the uniting factor was a strong use of iconic color and shape. These codes are imbued to create a result that is flavorful, warm, authentically enduring, and unmistakingly distinct.
Since its launch, Paro has been featured on the TODAY Show, Cherry Bombe, Eater, The Dieline, Thingtesting's Best of Pantry 2023, and many other leading outlets.
Discover the full brand and more behind the design at www.wedge.work
Modern South Asian Comfort Food for the American Pantry.
Founded by Glossier alum Umaimah Sharwani, Paro aims to go beyond the ethnic aisle and spice up the mainstream modern American pantry with flavors of an underrepresented cuisine: South Asian comfort foods inspired by her Pakistani roots.
We built Paro from the ground up with the challenge to:
A) Define how “Modern South Asian” looks and behaves across a brand experience, and B) Be exciting, attractive, and relevant to an unfamiliar yet curious American eater who might be meeting these types of products for the first time.
Across cultural cuisines what remains consistent is the comfort you get from a mother’s cooking. Paro takes its authentic name from Umaimah’s mother.Our north star for the brand identity and packaging, was to create the visual signature of ‘South Asian comfort’ in way that dodges loud CPG trends, to stand modern yet timeless. Our process of Cultural Foraging™ brought in design references across Pakistani calligraphy (as seen in the wordmark), textiles (as seen in the rich color), and vernacular of Pakistani food products where the uniting factor was a strong use of iconic color and shape. These codes are imbued to create a result that is flavorful, warm, authentically enduring, and unmistakingly distinct.
Since its launch, Paro has been featured on the TODAY Show, Cherry Bombe, Eater, The Dieline, Thingtesting's Best of Pantry 2023, and many other leading outlets.
Discover the full brand and more behind the design at www.wedge.work
