Paro

Glossier alumni Umaimah Sharwani founded Paro to bring the Pakistani comfort foods she grew up with into more American kitchens. Inspired by her mother’s recipes, Wedge was enlisted to design an identity that felt both true to its roots and welcoming for the American pantry.

Pakistani flavors are largely unfamiliar to the American palate. Contrasting cultural authenticity with bold, modern, CPG codes was the natural balance to strike, if we wanted to inspire this audience to try something new. 


Going back to the basics of shape and color. With Paro, the design finds its distinction in a spicy orange shape, inspired by Urdu calligraphy, that pairs boldness with flavor.
From daal, kitchari, and tarka, to new lentil crisps, Paro continues to bring bold global flavors into everyday American eating.