Indikitch: Branding + Visual Design

Role: IndiKitch was launched to bring Indian cuisine to the masses through several fast food locations throughout New York City. To communicate their brand promise of taste, quality, and value, I worked alongside other designers to develop a distinctive and memorable brand identity. Our goal was to create a visual presence that would excite both newcomers and food enthusiasts, as fast food Indian cuisine was still emerging in the US market.

Challenge: The challenge was to establish a strong visual identity for a cuisine that was new to many consumers while also appealing to seasoned foodies. The design needed to simplify the experience for newcomers, who might be intimidated by the variety of choices and sauce selections, while still celebrating the rich flavors and quality of the cuisine.

Solution: Key design strategies included:

• Custom Typeface: Developed a unique typeface that reflected the vibrant and playful nature of the brand.

• Illustrations: Created over 100 custom illustrations to visually represent the diverse and flavorful ingredients of the cuisine.

• Comprehensive Branding: Applied the brand design consistently across various touchpoints, including menus, interior design, and website design and development.

The result was a lively and engaging brand identity that effectively communicated IndiKitch’s commitment to exceptional taste and quality, making the fast food experience both approachable and exciting.

Client: Agency:
Indikitch Ruckus

Role: Year:
Brand Designer 2018
Visual Designer
Illustrator