SCOPE OF PROJECT:
Brand Identity
On the basis of the brief and Arsalan’s unique disposition in Kolkata’s Mughlai restaurant landscape, the brand is presented as a market leader among its competitors. The chosen brand archetypes, the Ruler and the Everyman, give it a charismatic and relatable personality. The visual language is a contemporary and refined expression of a retro design style, delivered via a rich choice of brand colours and fonts. Bengal’s Jaamdani embroidery was taken as an inspiration and transformed into a brand pattern. Other visual elements include retro-style stickers and an old-school hatching illustration style.
Logo Design
Following the two brand archetypes – the Ruler and the Everyman – a strong and refined serif font was chosen that is easy to read and comprehend for all. The typeface was slightly modified to create the current logo, while retaining the original brand icon across other artworks.
