Sindhvi

A Journey of Flavours

Sindhvi is the refurbished identity of Karachi Sweet Mart, a legacy sweets and savouries brand that traces its roots to Sindh, and has since journeyed to establish itself in the heart of Pune. It has become an inseparable part of the city’s cultural fabric and a landmark that has witnessed the growth of multiple generations.

The Wordmark

The primary wordmark is custom-designed to be progressive, elegant, and distinctly Indian. The bowls in the logomark take inspiration from the arches found in Sindhi architecture. Its overall form draws from Indian scripts of the north-western region such as Devanagari, Gujarati, Gurumukhi, and Khudabadi.

The Monogram

The monogram is a Devanagari ‘Si’ designed by flipping the ‘S’ from the Latin logomark and customising it to match it’s Devanagiri counterpart. It is placed within an arch that draws from the qualities of the magnificent arches of Sindh and complements the full set of marks within the system.

The Visual Language

The Sindhvi visual language brings together distinct yet connected elements into a single, cohesive composition. Each element carries its own meaning: the golden travel line suggests a journey, motifs echo craft, landmass shapes root the identity in place, and patterns add layers of texture. When composed together, the visual language is distinctly Sindhvi and celebrates the richness of India’s cultural landscape that is diverse and abundant.

The Visual Language

“Don’t opt for Junglegym. For people who come with closed minds and aren’t willing to take risks — seriously, Junglegym is not for you.

But if your brand approach is bold and adventurous, then just dive in.”
-
Mohit & Kareena
Founders, MOKAI

CREDITS
Creative Direction: Nikhil More
Design Lead: Nupoor Sapre
Design Team: Ishan Nakate, Pranav Nawar
Account Manager: Manasi Savalekar
Special Thanks: Tarun Athwani, Monish Athwani

SCOPE OF WORK
Brand Identity
Brand Collateral
Packaging Design
Website Design & Development

PROJECT DETAILS
Client: Karachi Sweet Mart
Year: 2025