As a longstanding local legend, Aggarwal’s were synonymous were sweets. Problem was, their name was too common to be memorable. And as it happens so often in India, dozens of local Aggarwals acted as imitators or distractions. We decided to claim the name.
Design partner: Yash Prajapati
We wanted to give a unique holding shape to the wordmark, something that would give the name some distinction in a country with thousands of shops carrying the Aggarwal surname.
We derived this shape from the isometric form of the iconic ‘mithai ka dabba’, the Hindi term for a typical box of sweets.