Paro
Urdu calligraphy shapes a pantry identity
Wedge designed Paro’s identity and packaging for founder Umaimah Sharwani’s Pakistani comfort-food brand. Inspired by her mother’s recipes, the project brings cultural references into a presentation intended for American kitchens. A bold orange shape derived from Urdu calligraphy provides the system’s central graphic element. The design balances that reference with contemporary packaged-food conventions, making shape and colour the primary tools for recognition. The system carries across products including daal, kitchari, tarka and lentil crisps. Wedge’s scope includes visual identity, packaging design, illustration and production, creating a shared visual family for different expressions of the brand’s food offer.
Insights
- The orange graphic translates an Urdu calligraphy reference into a recognisable brand element.
- A shared system connects different food formats without losing their cultural starting point.
- The presentation balances Pakistani references with contemporary packaged-food conventions.
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