Babuji
Putting some colour into street food.
A new look for traditional food.
With the restaurant branding for Babuji, we created something that was modern but still reflected the owners’ heritage. This is a new enterprise for a family of chefs with the desire to bring the varied tastes of South Asian street food to a London clientele in a restaurant setting.
The logo design is a fusion of West meets Bollywood, with the typography drawing from old Indian film posters, while the colours come from fabrics used for traditional saris. We’ve distilled these elements into a striking logo design that is idiosyncratic yet clean and instantly recognizable. The sub-branding uses a complementary font together with a pared-back repeat pattern based on traditional shapes but formed purely of line work to keep it both subtle and contemporary.
A hint of nostalgia.
We were responsible for the graphic design of several print items to be used in and around the restaurant. These included a menu design that was laid out like an old newspaper and printed on recycled paper stock to give it a vintage look and feel. We’ve also devised some tongue-in-cheek instruction cards with humorous illustrations describing how best to eat with your hands, which was a big part of the restaurant’s ethos of providing an authentic experience. In addition, we did the print design and artwork for an illustrated launch poster to let people in the local area know that a new restaurant would be opening soon.
Brand creation and application.
Things always begin with the brand strategy. This means market research and focused discussion. Once we’ve established the direction that a brand should take we then explore our initial ideas with sketches. After that, we move into the digital realm to work up the strongest concepts into finished logo designs and develop any sub-branding such as typography and patterns. We’ll also look at things like the style of imagery to be used and any other elements of the brand’s visual identity.
We then prepare the chosen designs for presentation to the client. Once their final choice has been selected and undergone any fine-tuning, we can proceed with the application of the brand. This can cover any touch points required, including the website, print items, adverts, marketing collateral, and so on.
