Majja – Desi Snackswale
Overview: Majja is a quick service restaurant selling Indian street food as a branded and hygienic experience. Originally started from Ahmedabad, Majja plans to take this experience across India. The brand's main USP is its authentic Mumbai style Vada Pav, along with Idli, Missal Pav, Vada Ussal, Rajwadi Chaas and more.
Brief: The Ahmedabad market was selling anything but authentic Vada Pav. Brands were serving vada pav with cheese, palak and chole so naturally, we wanted to reinforce the authentic story. Targeting the youth and office goers who want a quick snack at an affordable price, the challenge was to create a brand synonymous with authentic taste, fun, young and affordable.
Dynamic Brand Identity
The word 'Majja' (fun) is commonly used across India. We created a fun verbal brand language that could be easily understood across different languages and cultures. A friendly tone of voice that completely aligned with the brand ethos.
A Visual Story Inspired by the Street Life of Mumbai
The use of illustrated stories of people and the streets of Mumbai further emphasised the authenticity of the vada pavs.
Together the visual and verbal language established a consistent set of assets for the brand.
Together the visual and verbal language established a consistent set of assets for the brand.
Brand is the Sum of all Touchpoints
We meticulously detailed every touchpoint for the brand. Applications included signage, environmental graphics, packaging, stationery, website, adverts, tent cards, floor graphics, social media posts, uniforms, food trucks, menu, danglers and others.
The brand was launched with eight outlets in Ahmedabad and soon will be expanding in Gujarat and the rest of India as well.
