Communication Design
Branding & Identity

Branding Maska, a Contemporary Bombay Bakery
Brand: Maska Bakery
Client: Heena Punwani
Entrant: Mother Tongue Design

The First List

Entry Title:	Branding Maska, a Contemporary Bombay Bakery
Brand:	Maska Bakery
Client:	Heena Punwani
Entrant Company:	Mother Tongue Design
Yes:	3 White Boxes 1 Blue Cake Box 1 Blue Cake Bag 1 White Retail Bag Joy Stickers
Description:	The name 'Maska' is quintessentially Bombay, blending the Hindi slang for butter with the cultural phrase ‘Maska Lagaana’. This connection to local flavour and tradition instantly sparked an 'Aha' moment in our branding. In a city, where bakeries are around every corner, our design challenge was to create a compelling brand experience without a physical storefront. The identity emerges from in-depth exploration of Mumbai’s century-old bakeries and its architectural heritage. The custom letterforms spotlight ‘Maska Bakery’—timeless, memorable, and quintessentially Bombay. The layered cohesive branding system centres around the custom “M,” the foundation of all assets and shaping illustrations that extend seamlessly across menu offerings and beyond. The result is a cohesive, distinctive brand experience that feels both ownable and integral to the city’s essence. At the heart of Maska, is the brand mascot Joy, the friendly neighbourhood guy, whose buttery fingers guide you through these delights. Each treat is delivered with a handwritten note from the chef, adding a personal touch to the brand experience. Every detail of Maska Bakery is designed to evoke moments of joy, with branding that celebrates warmth and indulgence.
Individual Credits:	Shruti Singhi - Creative Director and Founder
Individual Credits:	Radhika Mantri - Senior Designer
Individual Credits:	Rhea Chowdhury - Lead Designer
Individual Credits:	Good Slice - Creative Consultant
Individual Credits:	Madhumitha - Assistant Designer
Individual Credits:	Neel Gavit - Photographer
Individual Credits:	Tanya Types - Vernacular Adaptation