SCOPE OF PROJECT:
Print Design
A variation of this pattern was applied to the takeaway and restaurant menus.
Packaging Design
Aminia is a family run business, and with the fourth generation now coming into play, the brief for its rebranding came with a clear vision. The essence of Aminia was to be retained, keep the logo & colours unchanged, highlight its legacy but modernise the visuals to make them relatable not only to the Aminia loyalists, but to their new generation as well.
Started in 1929, Aminia’s very first outlet is located in Zakaria street, right next to the famous Nakhoda Masjid. To celebrate this history and the brand’s close association with Mughlai food, we took inspiration from Islamic architecture and patterns, specifically from the shapes and lines found in Nakhoda Masjid’s window. A repetitive pattern was created and then applied to the boxes, packets, and containers across various shapes, sizes, materials and dimensions.
Exhibit Design
Using the rich history of Aminia, a visual time capsule was created detailing their evolution. Along with images of the sumptuous food and of glorious personalities who visited the restaurant, the wall has iconic images of Calcutta and preserved newspaper articles from the archives that spoke of the place, dating back to 1947. Vintage frames were used for the layout to bring together the heritage spirit.
