Mumbaiya Misal & Vadapav

About the Brand : 

• Brand Name: MMV – Mumbaiya Misal & Vadapav
• Brand Identity: Bringing authentic Mumbai street food flavors to Gujarat.
• Target Audience: All age groups.
• Brand Values: Hygienic food preparation, authentic taste, and preserving Mumbai’s culinary heritage.
• Product Focus: Vadapav packaging design.

The current MMV Vadapav packaging, consisting of foil paper and an environmental bag, failed to maintain the vadapav’s crispiness, leading to a compromised taste experience. User research confirmed this issue as a primary concern among consumers. To capture the essence of Mumbai and the brand’s identity, a visual concept centered around a Mumbai taxi carrying a vadapav was developed. This imagery shows the journey of authentic Mumbai taste to Gujarat. The design incorporated MMV’s color palette to maintain brand consistency.