BRAND STRATEGY + STORY DEVELOPMENT
LOGO + BRAND COLLATERAL
ART DIRECTION + PHOTOSHOOTS
PROMOTIONAL MATERIALS + SOCIAL MEDIA
What do you get when you cross an Indian food critic and blogger, an American born Indian businessman, and a former fashion designer turned line cook? A lot of delicious client meetings!
The clients had a concept for an “authentic” Indian restaurant, but needed the visuals to have their ideas come to life. The project involved creating moodboards and evoking the type of visuals that could capture “real Indian street food,” researching the fine art of Indian sign painters and the layered history of Indian walls.
Avoiding cliche colors and expected imagery, the design evokes the hustle and bustle of Indian street life. Primary colors - royal reds, sky blues and golden yellows - pop off the page to showcase stars, elephants and bold geometeric block prints. Layers of texture evoke weathered, ancient walls. The messages are loud and confident, touting their services in a bold Indian fashion. It’s fun, bold and slightly cheeky, the perfect fit to the delicious food. It doesn’t take itself too seriously, as the real India is a place where anything goes and everyone competes for attention with grand promises. Too much is never enough in India. It’s a visual rickshaw ride that assaults the senses, but one that delivers an authentic reward.