CLIENT

P•TAL

YEAR

2024 - 2025

India’s first cookware brand to honour Indian craftsmanship across the world in modern kitchens.

P•TAL came to us with a vision: to bring a dying craft back to life, in modern homes around the world. We were designing for a tradition passed down through generations. This wasn’t just design. It was storytelling. A way to honour legacy through every detail.

Listening to the founders speak, hearing the stories of the artisans and their UNESCO-listed craft - it became clear. This wasn’t just about a product. It was about a community and the hands that kept the craft alive.

SERVICES

BRAND STRATEGY
BRAND POSITIONING
BRAND ARCHITECTURE
BRAND TONE OF VOICE
BRAND IDENTITY
VISUAL & VERBAL LANGUAGE
BRAND TYPOGRAPHY
BRAND ILLUSTRATION
SCALABLE PACKAGING SYSTEM
SOCIAL MEDIA TEMPLATES
BRAND ART DIRECTION
PHOTOGRAPHY ART DIRECTION
BRAND EXPERIENCE
UI/UX DESIGN
E- COMMERCE WEBSITE
FOR MOBILE & DESKTOP

WATCH THE P•TAL BRAND VIDEO HERE

P•TAL REBRANDING

Our Branding process at MTD is guided by the fact that authenticity lies in simplicity. simplicity, to us means- the one simple truth - that lies at the heart of the brand. Rather than creating it, it has to be found or more appropriately, it has to reveal itself. It is equally important to understand human behaviour, how we interact with the product, how does it make us feel, what do we see and how does the product respond to us.    

EVERYTHING STARTS WITH A DOT

All big things have small beginnings, like an ever expanding ripple across the surface of the water, like a ring of the banyan tree holding, repositories of time, or the sound waves of beating on metal. We started with the core - the dot. From it, five brand principles emerged: craftsmanship, material, revival, Ayurveda, and functionality. These weren’t just values; they became the north star of everything we designed.

P•TAL BRAND PRINCIPLES

ANCIENT WELLNESS

METAl STORY

FUNCTIONALITY

AYURVEDA

CRAFTSMANSHIP

IDENTITY CONCEPT

The word mark takes from the tools used in the process of crafting the vessels. We used flared serifs that take cues from the traditional vessels. Just like P•TAL makes vessels that are modern but rooted in tradition, we wanted the type to reflect the same ethos and philosophy.

COLOUR PALETTE

The products come from nature so we made sure the colour palette was representative of that. We have the three metal colours, tamarind which is used to give the metals their shiny finish. Charcoal which is used to burn the metal to harden it. Aluminium Chloride which is used to clean and preserve the shine of the metals.

TAMARIND

#5A0920

CMYK:
35% 96% 76% 52%

 
RGB: 100 9 31

COPPER

#B22B15

CMYK:
21% 95% 100% 13%

 
RGB: 178 46 37

BRASS

#C3771E

CMYK:
20% 58% 100% 5%

 
RGB: 195 120 41

BRONZE

#B2936A

CMYK:
30% 39% 64% 4%

 
RGB: 178 147 106

OFF WHITE

#FFF6EB

CMYK:
0% 3% 6% 0%

 
RGB: 255 246 236

CHARCOAL

#221F20

CMYK:
71% 68% 67% 90%
 
RGB: 0 0 1

IMLI

TAMBA

PEETAL

KANSA

NAUSHA

RANGA

BRAND POSITIONING

‘Artful’ in its craftsmanship, utilitarian in its purpose. The word ”Artful” speaks to the brand’s dedication to skilled craftsmanship, honouring the time-honoured eco-conscious values. ”Utility” is the core of the cookware: enhancing the cooking experience
and turning everyday meals into masterpieces, where cookware becomes both a tool and canvas. In collaboration with cultural experts across India, guided by sustainable, time-honoured practices, P•TAL creates artful utility steeped in heritage.
Every detail at P•TAL has a story - even the lines that shape it.

SOUND OF METAL

Music, they say, is the silence between two notes. The silence becomes even more omnipresent as it makes rare appearances between the constant sounds of metal being beaten in the ‘Thatheron ki gali’. (The streets of the village where the community of people known for this craft of hand-crafting brass, bronze and copper vessels)

We listened carefully to the sound of metal, we wanted to amplify its voice. It reverberates, it is circular, it echos, it is rhythmic. There are different shapes to these sounds: we focused on the sound of metal and we converted that into a strong visual language.

BRAND ILLUSTRATION DEVELOPMENT

We built an illustration language that could capture the craftsmanship and detail behind every vessel. A language that doesn’t just show the product but reveals the thought, the shape and utility, and the soul of the making. Through trial, error, and countless iterations, we found a visual rhythm that mirrors the craft itself, simple, honest, and expressive. Design, after all, is the spirit of synthesis. Prototyping, testing, refining… and arriving at something that speaks quietly, but powerfully, for the brand.

C O P P E R

B O T T L E

A R T F U L

U T I L I T Y

PACKAGING DESIGN SYSTEM

Packaging translates heavy metal into visual lightness. Tactile, earthy materials reinforce provenance. Artisan thumbprints, handmade labels, gold foil accents, and an authenticity magnet certify craft and material purity. Educational storytelling integrates metal myths and Ayurvedic benefits. Because these metals come from nature, the beauty is to nurture it. The more you nurture the product the more it will nurture you.

WEBSITE DEVELOPMENT

For P•TAL, we also designed the UI/UX for their online presence. An ecosystem where the website needed to do more than sell - it had to tell a story. We wanted the design ecosystem to extend seamlessly into the digital space, creating an experience that felt as thoughtful and crafted as the products themselves. From India to the US, every detail was considered, from how a user discovers a product to how they understand the brand’s layered story along the way. The challenge lay in balance: giving the user all the information they need while keeping the journey simple, intuitive, and beautiful. A space where design and storytelling meet, just like the brand itself. 

TYPOGRAPHY & ICONS

Beyond physical design, we created a digital ecosystem.
Iconography that seamlessly takes the dot forward into a standardised digital language. Typography that is clean and legible while reflecting the brand values.

P•TAL IS POSITIONED AS CULTURALLY RELEVANT COOKWARE DESIGNED TO ELEVATE EVERYDAY RITUAL

IMPACT

Since its transformation, P•TAL has built a community of over 100,000 customers, repositioning Indian metalware from commodity cookware to a design-forward lifestyle category. The brand has expanded across digital and retail channels while maintaining a consistent identity.

Growth has translated into measurable social change. P•TAL now supports over 120 artisan families, strengthening the continuity of a UNESCO-recognised metalcraft tradition and enabling fairer, more sustainable incomes. Jandiala Guru has been developed as a heritage village with improved infrastructure. Artisan incomes have increased by over 2350%, education has been provided to 100+ children of the artisans, and up to 880 kg of plastic has been eliminated from operations.

P•TAL was selected as 1 of only 5 Indian brands to showcase at NY NOW,
Launched its flagship store at India’s first government-run handicrafts complex The Kunj
Secured $3 million in funding post re-branding led by VC Grid and Rainmatter

The outcome is a clear shift in perception: from traditional metal cookware to a modern, health-conscious lifestyle brand. This repositioning has attracted a younger, globally aware audience while ensuring the commercial sustainability of a centuries-old craft.