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Bheem Singh Mithaiwala

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An Indian sweets & savory brand launched with the vision of bringing the authentic taste and flavors of Rajasthani cuisine to food lovers across the country.

My Role

Brand Designer

Graphics Designer


• Adobe Photoshop

• Adobe Illustrator


Founded by a group of food enthusiasts who wanted to share their love for Rajasthani cuisine with others. They realized that while there were many brands offering sweets and snacks, none of them truly captured the essence of Rajasthani food. With this gap in the market, they decided to launch a brand that would offer authentic and delicious Rajasthani delicacies.


• ideation
• Branding
• Logo Designing
• Brand Guidelines
• Analyzing user feedback
• Coordinating with project managers and stakeholders


3 Months

Problem Statement

Despite the popularity of Rajasthani cuisine, the founders of Bheem Singh Mithaiwala noticed that there were very few brands offering authentic and traditional Rajasthani food. This made it difficult for consumers to find high-quality, traditional Rajasthani delicacies. 

Goals and Solution

•To introduce authentic and traditional Rajasthani food to consumers

•To establish Bheem Singh Mithaiwala as the premier provider of Rajasthani delicacies

• To develop a loyal customer base for the brand

• To reach out to consumers who are looking for natural and preservative-free food options.

Indian Dessert

Design Process

01 Target Audience

Targets food lovers who appreciate authentic and traditional cuisine. that includes people of all ages and backgrounds who are interested in trying new and exciting food options. The brand also aims to appeal to people who are looking for high-quality, natural, and preservative-free food options.

02 User Research

Bheem Singh Mithaiwala conducted extensive user research before launching the brand. This research included conducting surveys, focus groups, and taste testing sessions to understand consumer preferences and to ensure that the brand was offering products that met the needs and tastes of its target audience.

02 User Personas

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03 Research Findings

The research revealed that there was a high demand for authentic and traditional Rajasthani food among consumers. The research also found that people were willing to pay a premium for high-quality and preservative-free food options. 


Visual Design

The founders of Bheem Singh Mithaiwala wanted a logo that would reflect the brand's commitment to authenticity and traditional methods of preparation. They also wanted the logo to evoke the cultural heritage of Rajasthan and to incorporate traditional Rajasthani design patterns.

Logo Design

The logo was designed to reflect the traditional and authentic nature of the brand's Rajasthani delicacies and to incorporate ethnic Rajasthan style design patterns.

The illustration is done in a colorful, detailed style that evokes the vibrant culture of Rajasthan. The background of the logo is filled with traditional Rajasthani design patterns and motifs

Package Design

The final packaging design features traditional Rajasthani design patterns and motifs, such as paisleys, flowers, and geometric shapes, set against a background of vibrant colors. The design is inspired by the traditional art and architecture of Rajasthan, and it evokes the cultural heritage of the region.


The typography used for the brand name is simple and elegant, complementing the illustration. The packaging is made of eco-friendly materials, such as paper and cardboard, to align with the brand's values of natural and preservative-free food options.



The new designs helped the brand to establish a strong presence in the market and build a loyal customer base. The brand's authentic and traditional Rajasthani food has been well received by food lovers, and it has become a popular choice for those looking for high-quality, natural, and preservative-free food options.

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