Graduation Project 2016-2020 Document by akshataiyer

GRADUATION PROJECT VISUAL COMMUNICATION (BACHELOR OF DESIGN)

Vol. 1 of 1

Project Title:

Taste Wise- A food guide to the oldest restaurants of Pune City. Name:

Akshata Iyer (20170301269) Project Mentor:

Honey Panchal

2020

The Graduation Project Evaluation Jury recommends AKSHATA IYER from Visual Communication for the Masterâ&#x20AC;&#x2122;s/ Bachelorâ&#x20AC;&#x2122;s Graduation Degree of Unitedworld Institute of Design, Karnavati University, Gandhinagar, India herewith, for the project titled Food guide to the oldest restaurants of Pune City. The project is complete in every aspect in accordance to the guidelines set by the institution.

Chairperson

Members

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*Subsequent remarks regarding fulfilling the requirements

Student document publication, meant for private circulation only. All rights reserved. No part of this document will be reproduced or transmitted in any form or by any means including photocopying, xerography, photography and videography recording without written permission from the publisher, Akshata Iyer and Unitedworld Institute of Design. All Illustrations and photographs in this document are Copyright ÂŠ 2020 by respective people and organizations. Written and designed by Akshata Iyer, under the guidance of Honey Panchal. Printed digitally in Ahmedabad May, 2020.

ORIGINALITY STATEMENT

I hereby declare that this submission is my own work and it contains no full or substantial copy of previously published material, or it does not even contain substantial proportions of material which have been accepted for the award of any other degree or diploma of any other educational institution, except where due acknowledgment is made in this degree project. Moreover I also declare that none of the concepts are borrowed or copied without due acknowledgment. I further declare that the intellectual content of this degree project is the product of my own work, except to the extent that assistance from others in the projectâ&#x20AC;&#x2122;s design and conception or in style, presentation and linguistic expression is acknowledged. This degree project (or part of it) was not and will not be submitted as assessed work in any other academic course.

I hereby grant the Unitedworld Institute of Design the right to archive and to make available my degree project/thesis/dissertation in whole or in part in the Institutesâ&#x20AC;&#x2122;s Knowledge Management Centre in all forms of media, now or hereafter known, subject to the provisions of the Copyright Act. I have neither used any substantial portions of copyright material in any document nor have I obtained permission to use copyright material.

Student Name in Full: Signature: Date:

Student Name in Full: Date:

Acknowledgement I would like to express my gratitude to the people who helped me in the process of doing this assignment. I appreciate all those who provided endless support, gave me their precious time to read my work and, assisted me in editing. Most importantly I would like to thank my parents and my brother who helped me solve every little confusion of mine. My colleagues who answered all my questions and helped me out whenever needed. And of course my friends Mudrika Kanoongo, Resham Agarwal and Rahul Nair who constantly supported me every time, during the entire course of the project.

I would specially like to thank my mentor Honey Panchal. She guided me so patiently through every page of my book. With abundant email and phone calls, she took an immense amount of interest in everything that I did from research to design. She kept me motivated for the entire duration of 5 months and pushed me to do better in every aspect. Thank you for your support. Thanks to Sambit Kumar Pradhan and Lolita Dutta who also took keen interest in my work and guided me towards the right direction with their opinions and inputs during every review.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

This project would have been impossible without the help of every single person who gave me relevant information. All the rickshaw walas who answered my questions and helped me find destinations that would give me more answers. Everyone I interviewed helped me in some or the other way and showed me a clearer path. Thanks to all of the restaurant owners, managers, staff members and customers who always corporated. Customers who gave me reviews, owners who allowed me to click pictures and of course served me with free food wholeheartedly.

Unitedworld Institute of Design A leading design institute in India, UID aims to create globally sought after professionals in the field of art, design and innovation. UID offers a diverse range of undergraduate and postgraduate courses that have been structured to deliver insights in creativity as well as equip students with contemporary trends.

Karnavati University is empowered to award degrees as specified under Section 22 of UGC Act to the students studying in its main campus in regular mode with the approval of Statutory Bodies/Councils, wherever it is required. Karnavati University is also granted membership of Association of Indian Universities, New Delhi with effect from April 2019.

The Universityâ&#x20AC;&#x2122;s prime motive is not only to develop designers, lawyers, managers, researchers, media professionals and dentists but professionals with human values who make noteworthy contributions to the society. Karnavati University supports its students to succeed at every level to become well-rounded individuals and skilled professionals.

UID offers Bachelor of Design (B.Des.), Master of Design (M.Des.) and Ph.D. in Design with specialization in various subjects. Karnavati University is a State Private University dedicated to excellence in teaching and focused on interdisciplinary learning. Spread over 33 acres of land, the University is located in Uvarsad near Gandhinagar. Karnavati University was granted Private University status in March 2017 by the state of Gujarat through the Gujarat Private Universities Act, 2017.

Established under Karnavati Medical & Educational Trust, Karnavati University is envisioned to undergo a transition from versatility to super specialty.

The Trust runs five collegesâ&#x20AC;&#x201C;Unitedworld Institute of Design, Unitedworld School of Business, Unitedworld School of Liberal Arts & Mass Communication, Unitedworld School of Law and Karnavati School of Dentistry. [1]

Our mission is to contribute to the society through academic excellence and diverse knowledge in a broad range of disciplines, from design and arts, to health and environment, business and humanities.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Visual communication at Unitedworld Institute of Design UIDâ&#x20AC;&#x2122;s course on Visual Communication empowers the student to produce creative solutions to meet visual design needs of society. It helps students to become problem solvers and develop effective information & communication. Students are equipped with technical and conceptual skills to articulate and express ideas, think conceptually, conduct research and critically evaluate the process. The course involves imparting Knowledge in Critical Thinking, Design Process and Visual narratives to create defined solutions in the ambit of both Digital and Print mediums.

The course creates an ability for the student to think out of the box and have divergent ways of thinking. A process driven curriculum gives students knowledge, through design thinking and experiential learning. Well designed & equipped studios for conducive learning, State of the art digital Infrastructure with modern technologies such as AR/VR lab, Cyntiq Systems, Interactive Smart Tables.

This course prepares students for exciting careers in the fields of graphic design, advertising, web design, multimedia design, print & publishing or related fields. It opens up job opportunities in major upcoming design domains such as UX/ UI, Digital Marketing, Brand management, Exhibition Design, Etc. Opportunities in entrepreneurship and higher studies. [2]

Experienced group of highly qualified faculty

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

About my mentor Always believed in what Massimo Vignelli once said, “If you can design one thing, you can design everything”, Honey Panchal is an alumna of National Institute of Design, Ahmedabad. She completed her Master of Design (M.DES) in Visual Communication specialized in Photography Design. She also has a Master of Fine Arts (MFA) specialized in Photography Design from University of Creative Arts, Farnham London. For her, design is taking inspiration from her surroundings to solve problems with simple and effective solutions.

Honey Panchal has been working as a visual communication designer for over 10 years. She has worked on different kinds of projects and brands. Her portfolio has a variety of projects from across the industries like FMCG, Hospitality, Medical, NGO’s etc. Her photography has helped her bridge the gap between Design and Advertising. She has taken photo workshops at CEPT University and presently teaching in UID as an Assistant Professor in Visual Communication department.

Her education in design started years before she found herself amidst some creatively engaging brains at The Faculty of Fine Arts, MSU Baroda where she finished her Bachelors of Visual Arts (BVA) specialised in Graphic Design. It was her way of looking at the most mundane things in daily lives differently that set her apart. Her education only helped her implement her ideas and bring them to life.

Her strength in visual communication lies in Branding and Packaging. Her area of interest are Photography, Typography, Promotional Design, Filmmaking, User Interface design and Book design.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

About me My name is Akshata Iyer, a visual communication student at Unitedworld Institute of Design, Ahmedabad. I was born in Pune City. However, all my life i’ve lived in different cities like Kolkata, Newyork, Mumbai, Ahmedabad but Pune is always the final destination. Trying to make life better from a design point of view. The problem solving techniques we use in design, can also be applied in real life is what I like to believe.

I’ve been dancing since as far as I can remember. I would say I learned about observation and its importance through dance. Which in turn, I apply to design. Every important person in my life is a positive thinker, which is what I’m trying to become. With design becoming more and more important to me through every project I do, I’d like to say that ‘process is the key’ and that is what I hope to depict through this documentation.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Cultural and traditional aspects of Pune PROJECT TOPIC

Table of Contents

RESEARCH

5. Places visited 6. Oldest restaurants of Pune City

34 44

IDEATION

18 19 20 22

1. Possible deliverables 2. Target Audience 3. Food tourism 4. Competitors and analysis 5. Tone 6. Visual language 7. USP

72 74 77 78 80 81 82

8. Methods of attracting readers 9. Portrayal of restaurants 10. Where to find 11. Working titles 12. Book size variations 13. Possible theme

84 85 85 85 86 88

DESIGN

1. Why this topic? 2. Project Brief 3. Tentative timeline 4. History

1. Mood boards 2. Typeface variations 3. Final color palette and typeface 4. Layout variations 5. Info Hierarchy

96 99 103

6. Development of map 7. Cover page variations 8. Pricing 9. Mock-ups 10. Promotional design

118 124 132 134 142

CONCLUSION CONTACT SHEETS

150 151

REFERENCES COLOPHON

155 157

104 116

WHY THIS TOPIC?

The topic ‘Cultural and Traditional Aspects of Pune’ came to mind because I was born in Pune and in spite, of that knew very little about it. I however knew Pune was known as the ‘cultural capital of Maharashtra’ but did not know why. I thought this was my chance to explore and get to know Pune. Hence, the topic was born. After my selection of topic and research I came across ‘the oldest restaurants of Pune City’. Culture is a word that is thrown around a lot, but is difficult to explain. However, the best way to depict culture could be through food.

Food is something that does not focus only on certain people, age group, caste etc. It caters to every human being and is something that is unavoidable. Food is now also a main motivation for travelers choosing their destination. I chose this topic so that I would have a wide range of audience that I could choose from, that being teenagers, adults, Punekars as well as tourists.

An interesting history to every place definitely serves as a major plus point to get the audience interested and curious to find out more. Since these are some of the oldest restaurants, they all have unique back stories, from serving food to freedom fighters to opening a restaurant to compete with a friend.

The establishment, history, present situation, food, people and every other aspect of each restaurant is very glorious.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

PROJECT BRIEF

This project consists of the history of each of these 10 restaurants and how it has changed since its establishment, till date. It answers some questions along the way such as how the restaurants started and evolved to be what it is today i.e. ‘the heart of Pune’. How they still continue to have loyal customers since generations and the key of attracting outsiders. The secret to significance.

A brief information about the timings, most eaten dishes, location, customers thoughts and reviews and definitely photographs of these establishments and of their gastronomic delights. A section dedicated to homemade, authentic recipes that’ll give the audience a reason to hold on to the book, long after going back to where they come from.

A map that gives an overview of the location of all the restaurants and guides you to your place of belonging. An interactive element (in the form of a flow chart) working as the USP of the guide book.

Stories that’ll walk you through ‘the journey and into the mouths of these restaurants.’ AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Tentative Timeline

PROCESS

JAN

FEB

MAR

APR

MAY

Topic Selection Online Research Field Study Content Generation/ Ideation Design Documentation

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

The History of Pune City

A Brief Timeline

Early 1600’s The first Maratha rule began

9th Century Under rule of the Yadava Empire.

Tughlaq Dynasty Pune city

937 A.D. Copper plates indicating Pune’s original name as ‘Punya Vishaya’

Shaniwar wada Residence of Bajirao during the Maratha rule

1317 Alauddin Khilji Source: [3]

Khilji Dynasty over threw the Yadava Empire.

For the next 300 years, Pune was under Islamic rule

Khilji was replaced by Tughlaqs

1740

Early 1700’s The power kept shifting between Bhosale dynasty, The Mughals and Adilshahi

Peshwa Balaji was given charge of Pune

Early 1800’s Bajirao II, the grandson of Balaji was defeated by the British

Lal Mahal Source: [4]

1680 1630 A.D. Shahiji Bhosale, Shivaji’s father built the Lal Mahal where Shivaji and his mother Jijabai lived for a decade. This is how Shivajji defeated Aurangzeb

After Shivaji’s death, Aurandzeb returned to power.

Bajirao II Source: [5]

1947 End of British rule

Mind Map CULTURE

HISTORIC PLACES

The city has a rich past giving its deep roots and hence, being the cultural capital of Maharashtra. Pune culture gives due prominence to education, arts and craft, music and theatre. Pune city is the home of great freedom fighters such as Bal Gangadhar Tilak, Agarkar and Gopal Krishna Gokhale.

The city has abundant historic places to visit and they all have unique architectural styles.

The culture of Pune is reflected through its cuisine, people, languages etc. The most common language used in Pune is Marathi. Apart from Marathi, Hindi is also one of the languages used commonly. [6]

The ancient Pataleshwar Cave Temple was constructed in the 8th century. This temple cut out of a single basalt rock is dedicated to Lord Shiva. You can find a Linga placed in the inner sanctum of the temple. The temple is in an incomplete state and no one knows the reason behind this.

Pune is the seat of North Indian classical music. Every month of December, the annual ‘3 night long’ cultural program of vocal instrument and classical music called “SavaiGandharva” is hosted. It’s said that Pune has been blending its cultural heritage with modernization. On one hand, there are classical show performances and on the other, the city has an amazing night life. [7]

Aga Khan Palace is one of the most popular and significant landmark. Originally, built by the Sultan as an act of charity for the poor and needy victims. However, it’s still a major attraction due to its majestic architecture.

Sinhagad Fort, which means the Fort of the Lion, stands on a secluded cliff in the Sahyadri Mountains. With a history of 2000 years, it remained witness to many bloody battles, including the Battle of Sinhagad that took place in 1670. [8]

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

WADAS OF PUNE Wadas of Pune are the best examples of how houses from centuries ago, have shaped the entire city today. These traditional houses emerged during the reign of Peshwas and were influenced by the political, social and cultural elements. Some wadas today however, have been converted to post offices, libraries, tourist attractions etc. From the olden days till now, the designs of these houses have changed significantly but the main elements still maintain the essence.

Wadas basically denote mansions with the courtyard having introvert design. This type of planning was introduced by Marathas to safeguard their families from outsiders. The design is amalgamation of Mughal, Rajasthani, and Gujarati architecture combined with the local construction techniques. The most important element of the wadas are the open courtyards known as â&#x20AC;&#x2DC;Chowksâ&#x20AC;&#x2122;. The number of chowks vary based on the size of the house.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

The architecture is characterized by stone walls, wooden staircases and open chowks. During the reign of the Peshwas, the neighbourhood of Pune was well established and divided in wards known as Peths. The major highlights of these old jewels are the woodworked railings of balcony, tinted glass windows and thick walls protecting the interiors from the changing climatic conditions. [9]

CUISINE Maharashtrian food have distinctive attributes, while sharing much with other Indian cuisines. Traditionally, Maharashtrians consider their food to be more austere compared to others.

The urban population in some cities such as Mumbai and Pune have been influenced by cuisines from other parts of India and abroad.

It includes mild and spicy dishes. Meat was traditionally used only by those who were well off until recently, because of economic conditions and culture.

Papadum, a popular snack, are dried in the sun after rolling out. The dried products are kept for many months and fried when needed. Which is usually eaten with any main course food such as rice, roti, biryani etc.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Distinctly Maharashtrian dishes include ukdiche modak, aluchi patal bhaji and Thalipeeth. Some main food types are as follows: • Meat and Poultry • Seafood dishes • curry and gravy served with rice • Pickle and condiments [10]

FOOD OF THE PESHWA

CULTURAL HISTORY OF THE PESHWA

• Kokum kadi (combination of Kokum, coconut milk and red chillies tempered with cumin). • Komdichi Saar (chicken with lime and coriander leaves). • Komdbdi Cha Rassa (chicken curry made in the traditional peshwa way). • The Bharleli Wangi (stuffed brinjal). • Jawarichi Bhakri (roasted whole millet bread). • Valachi Ussal (Sprouted lentils). • Basundi • Shrikhand [11]

• A period that nourished old forms of culture, gave rise to new and aided in the synthesis of the old and the new. • Mughal and Rajput cultural elements as well as the European entered the region and blended into the maratha culture. • Performing art forms, festivals, textiles and ornaments. • The practice of sprinkling colored water during Holi was a Rajput influence. The city of Pune could splash color only after the Peshwa did first.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

• Despicable was the practice of enslavement of women. Known as Kunbins, the bonded women were forced to do menial work for their masters who would also exploit them sexually. Widows were also given the ‘Kunbin’ tag. • The peshwas though vegetarians, could eat non-vegetarian food as it gave strength and protein which would help warriors during the time of need. However, this only applied to those fighting in battles. [12]

THE OLD CITY

HOW DID PUNE GET ITS NAME?

THE FIRSTS

• This area consists of places which were part of Pune before the arrival of the British. This area consists of 17 peths. These wards are usually named after the days of the week because traders and craftsmen in a given locality mainly conducted business only on that particular day of the week. • Puneri Patya is something that you can find only in the old city of Pune. These are signposts, extremely famous for their funny, often witty and smart comments which show the true nature of a Punekar in their sarcasm. [13]

• Pune is situated on the banks of two rivers; Mula and Mutha. Pune was derived from the word ‘Punya’ which means confluence of two rivers. Copper plates dating back to 768 and 758 A.D. bear the first reference to the city. These copper plates were made by the Rashtrakuta ruler, Krishna I, and the region is referred to as ‘Punaka Vishaya‘. It was around that time that the Pataleshwar Rock-cut Temple was built. [14]

• The first military academy in the world where Army, Navy and Air Force of defense are trained together. • Back in 1848, Savatribai Phule along with Fatima Begum set up the first girls school at Bhide Wada in Pune. • The sport badminton was a game invented by the British. Initially it was also known as ‘Poonah’ or ‘Poona’ and the first rules for the game were drawn up in 1873 in Pune, since it was particularly popular there. [15]

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

THE ZERO STONE Installed by the British in the early 1900’s, the zero stone marks the exact geographic location of the city. It is one of the 80 stones installed by the British to mark the zero point of the county. From this stone the distances to other zero stones were measured in neighbouring cities and locations. Most of these are located near main post offices which were considered as the central points. The book ‘The Great Arc’ by John Keay explains the history behind the zero milestone. It reads “the survey began in 1800, was the longest measurement of the earth’s surface ever has being attempted. This 1600 miles of inch perfect survey took nearly 50-60 years, cost more lives than most contemporary wars, and involved equations more complex than any in the pre-computer age. It’s been said that along with geographical survey nearly 200 astronomical observations were taken to calculate the altitude of places. The whole survey required 9230 complex mathematical equations.” The experiment was called ‘The Great Indian Arc’ and the survey was called ‘The Great Trigonometric Survey of India’. [16] AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

KEY POINTS

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Places Visited: 1. Ambiloda Colony 2. Bhandarkar Oriental Research Institute 3. Shinde Chhatri

4. Vishrambaug wada 5. Shaniwar wada 6. Kelkar Museum 7. Lal Mahal

AMBILODA COLONY I was told by a rickshaw driver to visit Ambiloda Colony in order to get to know more about the traditions or history of Pune. He mentioned that there were a number of elderly people living there since years. I then prepared a questionnaire in order to find directions to progress towards. I got some answers that led me to visit some other places, which in turn led me to my final topic i.e. oldest restaurants of Pune city.

I spoke to about 14 people (male and female), all over the age of 50 years. My questions were such that I would find out about some of the oldest things related to Pune, my topic being cultural and traditional aspects of Pune. However, majority responded saying “I’m not educated, ask somebody else.”

‘Rooms of residents’ AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Recorded responses to questionnaire

Q1. Since how long have you been living in Pune?

Q2. What is the one thing about Pune that you know to be the oldest?

A1. P1. Since 1941 P2. Past 60 years P3. Past 45 years P4. Past 60 years P5. Since 1952 P6. Since 1967 P7. Since 1950 P8. Past 57 years P9. Past 50 years

A2. P1. Vishrambaug wada P2. Shaniwar wada, Ganpati temple P3. JJ Garden P4. Ambiloda colony itself P5. Shaniwar wada P6. Shaniwar wada P7. Dorabjee and sons P8. Kelkar museum P9. Vishrambaug wada

Q3. Your favorite place in Pune?

Q4. What according to you is Pune known or famous for?

Q5. One reason as to why you would never want to leave Pune?

A3. P1. Sarasbaug P2. Kelkar museum P3. I do not go out much P4. Old pune, wadas P5. Ambiloda colony (home) P6. Sarasbaug P7. Singhad fort P8. Shinde Chhatri P9. All eateries

A4. P1. Ganesh utsav, Lal mahal P2. Ganesh utsav P3. Temples P4. Sabzimandi P5. Culture, tradition P6. Architecture of temples P7. Pensionerâ&#x20AC;&#x2122;s paradise P8. Education P9. Traditional food items

A5. P1. Everything is close by P2. My entire family is in Pune P3. Services that are provided here P4. Comfortable, very home like P5. Lived here all my life P6. Aware of things here P7. Proximity to places P8. Food P9. Culture

Number of people interviewed who answered according to requirements- 9 The responses of Person 1 (P1) to Person 9 (P9) are as follows:

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

BHANDARKAR ORIENTAL RESEARCH INSTITUTE BORI has the largest collections of rare books and manuscripts. A manuscript copy of the Rigveda, the oldest and most important of the four Vedas of the Vedic religion from the early 19th Century is stored here. The Rigveda contains 1,028 hymns, divided into 10 books. The 30 manuscripts of Rigveda presented here were added to UNESCOâ&#x20AC;&#x2122;s memory of the World Register in 2007. [17] Recently an e-library was launched for ancient religious and historical work. Today around 2,500 students visit the institute per year seeking references for their projects. [18] No stability in design of the signage:

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

SHINDE CHHATRI Known for its beautiful architecture, Shinde Chhatri is an amazing blend of Rajasthani and British architecture. On the banks of the Bhairoba streams in Wanawadi, Shinde Chhatri was built in the memory of Mahadaji Shinde the commander-in-chief of the maratha army.

It is a place that marks the spot of M. Shindeâ&#x20AC;&#x2122;s cremation on 12th February 1794. This complex earlier, only had a temple dedicated to Lord Shiva made by M. Shinde himself. He however, died the same year.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

The future plans for Shinde Chhatri hold tight, where it is said that they are to make a small museum in the gallery of the hall. [19]

VISHRAMBAUG WADA The wada was completed in 1808 and the Peshwa moved into the wada to live here. The Peshwa was impressed by the way the wada and the gardens of the wada were taken care of by the gardener. He wanted to thank and gift the gardener as he was the reason behind peshwa getting attracted to this place and buying this wada. The peshwa told the gardener he could ask for whatever he wanted. The gardeners only wish was to have the wada named after him. His name was ‘Vishram’ and since he was the gardener (garden known as bagicha) the name ‘Vishrambaug Wada’ was given to this place. The peshwa lived in this wada from 1808 to 1818. In 1818 the third war of Panipat took place. In that battle, Britishers captured Bajirao and kept him hostage in Kanpur until his death in 1851. And the Peshwas no longer ruled Pune. The wada then belonged to the Britishers and was locked for years. After which the ‘Deccan College’ started from this very wada once the locks were broken. The mahanagarpalika then purchased this wada from the Britishers for 1 lakh rupees.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

The wada today, is covered with maps and plans depicting history, and how people used to travel back then. As well as the roads and secret modes of transport used previously during wars.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

SHANIWAR WADA Bajirao chose Pune as their city to reside because of its climate and geography. The main entrance of Shaniwar wada is known as the ‘Delhi Darwaza’, because it faces the north side and Bajirao always wanted to conquer Delhi. When Narayanrao was the Peshwa he had disagreements with his uncle who was then placed under house arrest. During the Ganesh festival, Narayanrao was killed by the Gardi soldiers for keeping his uncle captive. When Narayanrao was being chased by the Gardis, he ran inside the wada screaming “Kaka mala vachava” (uncle save me). Due to this incident, Shaniwar wada is still known to be one of the most haunted places in India, as people claim that Narayanrao’s screams can still be heard. Sawai Madharrao, son of Narayanroa, also the next peshwa, was mentally ill and killed himself by jumping into a fountain. [20] There have been five fires at Shaniwar wada till date. 1791- devouring five levels. 1808- destroyed all important artifacts and documents. 1812- destroyed two stories, a warehouse and Asmani Mahal. 1813- destroyed the royal hall. 1828- the fifth and biggest fire which is said to have lasted a week. AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

KELKAR MUSEUM This collection that was started by Dr. Dinkar around 1920 contains around 15,000 objects. It was first made and dedicated to the memory of Dinkarâ&#x20AC;&#x2122;s only son, Raja. This structure is a three-storey building containing various sculptures dating back to the 14th century. There are other important artifacts like ornaments made of ivory, door frames, musical instruments, war weapons and vessels. [21]

â&#x20AC;&#x2DC;Oldest restaurants of pune Cityâ&#x20AC;&#x2122; Visit 1- Interviews and history Visit 2- Photography and reviews Visit 3- Photography for specified images

WHY RESTAURANTS? Culture is a word that is thrown around a lot, but is difficult to explain. Probably one of the major and easiest way of defining culture can be done through food.

I chose this topic so that I would have a wide range of audience that I could choose from, that being teenagers, adults, Punekars as well as tourists.

The establishment, history, present situation, food, people and every other aspect of each restaurant is very glorious and I thought that could be the USP of the deliverable.

1878 Dorabjee and Sons

Ardeshir and Sons 1884

1901 Aware Maratha Khanawal

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

An interesting history to every place definitely serves as a major plus point to get the audience interested and curious to find out more. Since these are some of the oldest restaurants of Pune, they all have unique back stories, from serving food to freedom fighters to opening a restaurant to compete with a friend.

Vaidya Uphar Gruha 1910

1915 Kawre Ice Creams

Restaurants that were established before the year 1950 hold higher significance to the topic ‘traditional aspects of Pune’ and at the

same time is a wide enough time period to have multiple restaurants fall under this category, providing variety and options for the audience.

WHY 1950? Cafe Goodluck

1935

1936 George Restaurant

Poona Guest House

1936

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Badshahi

1940 Prabha Vishranti Gruha

1948 1945

Bedekar Misal

DORABJEE And Sons

1878

“A restaurant so authentic, that it still cooks on wood fire.” The oldest restaurant in Pune city and the third oldest in all of India. Mr. Darius says “Dorabjee is one of the oldest restaurants in India. We have been serving here since the last 137 years and I assure you that we are not going anywhere as long as I am here”. Started off as an Irani chai cafe. They continued with the exact same menu that they used to have when it was newly made.

They still have their old menu cards from 1940 where items were paid for in annas and not rupees. In the menu card from 1950 there’s a shift from annas to rupees and the chicken pulav only cost 1 rupee back then. This place has never been advertised for and runs on the word of mouth. This restaurants did not have tables in the olden days, customers used to eat on the floor.

On the leftCurrent owner- Mr. Darius Dorabjee with customer AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

ARDESHIR And Sons

1884

“From Ardeshir’s to Ardy’s; keeping up with the trend.” Current owner- Mr. Marzban Irani’s great grandfather started plain soda during British ruling time. Their strongest soda flavour ‘Ginger’ is used also in a medicinal manner for cold and cough.

Their soda can only be made in factories at minus degree temperature. The man on the bottle is the founder of Ardeshir. The name was recently changed to Ardy’s to keep up with the trend and new bottles were made in March 2019.

Started on 15th October 2019 was their new ‘tonic water with vodka and gin’.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

AWARE

Maratha Khanawal

1901

“From one trade secret to another, this place is full of mysteries.” The menu was prepared by Radhabai (the very first owner, Raghu Aware’s wife). She set up a menu back in 1901 that has been continuing since. Her mutton and chicken thali recipe is still used exactly the way she used to. Due to which it’s their most famous dish items. The second generation also brought some interesting stories. Ramchandra’s wife Krushnabai, who was a pure vegetarian all her life, started to learn how to cook nonvegetarian food from her mother in law.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

“We’ve hired a special cook from Konkan to prepare our dishes. He himself was taught how to cook Aware style from one of the family members.” In 2006 the entire restaurant was rebuilt to accommodate more customers at a time. 40 customers can now dine at the same time. Was previously known as Chhatrapati Shivaij Maratha Khanawal. It was then renamed in 1966.

VAIDYA

Uphar Gruha

1910

“Opening a restaurant to compete with a friend, which continued to be a legacy.” Mr. Joshi’s great grandfather wanted to start a restaurant because he wanted to compete with his friend, who had a restaurant from 1902. The structure is about 250 years old. With no printed menu cards, only chalk board writings that is translated for the customers by Avinash Shinde; their waiter/ translator. The only place that makes its misal with green chillies.

Even the staff members are the 2nd and 3rd generation. The restaurant is run to continue the legacy and the jobs of these people who are connected to this restaurant since generations. The place is shut for 15 days for holi and the staff all go back to Konkan to celebrate. Tourists usually come to know about this place because of Pune’s heritage walk, as this place is their first stop for breakfast. It has been titled ‘The breakfast story’.

Current owner- Mr. Deepak Joshi AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

KAWRE

Ice creams

1915

“An Ice Cream parlour that’s open 365 days in a year.” Mr. Chetan opened a separate outlet of Kawre after the feud between brothers went out of hand. However, both the outlets are only a few kms away from one another. Mr. Chetan is the creative mind behind all the interesting names of ice creams this place serves. That’s where the attraction begins and definitely continues. Mr. Chetan is on a constant brainstorming mission, always trying to come up with something new. Flavour in process- the mango faluda.

This place does not get a lot of tourists however, is always PACKED with regulars. Their very famous ‘pot ice cream’ back in the day, used to be made at home and brought to the store as there was never enough storage space in relation to the number of customers they had each day. Innovative posters of ice creams around the store. Mind blowing backgrounds and food styling that makes you look twice.

Current owner- Mr. Chetan Kawre AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

CAFE

Goodluck

1935

“A cafe so famous that the crossroad it’s located on is named after it.” The owner of this 1935 established restaurant has a heart of gold. Not only did he leave everything abroad and came here as a grant to his father’s wish but will also show the same sort of affection towards his customers. Mr. Yakshi’s (Goodluck’s part time manager) insights: “For the past twenty years, our menu, the recipes and the style of cooking has stayed the same. However we still get a lot of crowd. People of all ages come here because the quality and the prices are still good.”

You only have good days when you’ve gone through bad ones. Just like others, even Goodluck had to face problems when the H1N1 virus spread in the city. The business suffered about 60-70% loss but that did not stop this almighty restaurant. Since the film and television institute of India’s inception in 1965, Cafe Goodluck has been visited by many actors like Dev Anand and Rajesh Khanna and even director David Dhawan. As a matter of fact, they were all regulars.

Current owner- Mr. Ghasim AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

GEORGE Restaurant

1936

“A restaurant run by Britishers; where Indians weren’t allowed? WOW! ” The Britishers wanted to make this place into a dance bar, which they were successful at doing. After independence when this place was bought by Indians, the owners decided to keep the same name however, not keep it a bar but change it to a restaurant. Mr. Ali himself keeps a check on the ingredients they use for example: the chicken, how much it weighs and other measures that are required.

Registered by the Chinese for ‘Places to eat in Pune’. Trip advisor top rating for 3 years in a row. George was once burned down by a fire accident in 1987. Everything was wrecked and it all had to be completely changed. However, during renovation, they still kept their parcel system open. During the rebuilding they decided to change the place into a completely luxurious restaurant.

Highly famous amongst tourists. Current owner- Mr. Ali Aryaei AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

POONA

Guest House 1936 “From movies, to restaurant, to workshops; these people are extremely versatile.” Restaurant and lodging of 16 rooms with its second branch at pavilion. Initially known as ‘Poona Refreshment House’. Founded by a silent movie maker, Nana Saheb Sarpotdar. He started the Aryan Film Studio and made 49 silent films. The restaurant was started and run as a source of income to help out the family. This place was often visited by many marathi film actors.

Back in the days, Pune had a lot of film studios and artists from all over Maharashtra but not a lot of lodging options. That is how Nanasaheb thought of expanding the restaurant into lodging as well. Even after Nanasaheb’s death, the family decided to continue with only Maharashtrian food and thalis. There are training workshops conducted at PGH for anyone willing to learn Maharashtrian delicacies.

Current owner- Ms. Sharmila Sarpotdar AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

PRABHA

Vishranti Gruha

1940

“This place has wada’s too good to be served with add ons.” Frequently visited by freedom fighters, for snacking and plotting and scheming against driving away the Britishers. Their famous batata wada, sabudana wada and khichadi were priced at 2 paise when it had recently started. No chutney or sauce is ever served with any of their wadas. The plate only comes with two wadas. However, after your first bite, you’ll realize as to why there isn’t any need for chutney or any kind of add ons.

Known and visited by a lot of tourists. No additions to the menu. Only some items were removed. Apart from the price (obviously) everything is the same. This place is not open during lunch time or even dinner time, as they only serve snacks.

Current owner- Mr. Uday Paranjpe AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

BADSHAHI Restaurant

1945

“Simple food in a heritage voyage.” This place was frequently visited by marathi actors after their performances at ‘Tilaks Marak’. The line of chain was as follows: Ms. Medha’s great grand father in law, grand father in law, her husband (who passed away a few years back) which in turn led to her running the business and continuing the legacy. Known for the number of ‘upwas snack items’ they provide.

This place never served south Indian food, it was never on the radar. However, south Indian food was started and fancied by customers after Ms. Medha’s husband introduced South Indian food to their menu. Some of the items started by Ms. Medha were Pithla Bhakri, Dahi Wada, Upwas Dahi Wada, Sabudana Fry. Visited mostly by punekars, not a lot of tourists are aware.

Current owner- Ms. Medha Sahastrabuddhi AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

BEDEKAR Misal

1948

“A place where you’re bound to receive lightning fast service.” The employees at bedekar misal are known for their extremely fast serving skills. They make their misal pav in large quantities and it gets bought and served right away.

Bedekar misal is known for having long lines outside its shop, specially on sundays for breakfast. They are sure that nothing can beat this place in terms of popularity.

They say that they serve ‘assal’ puneri misal that is a bit sweet and tangy and not spicy (the way you would find it everywhere else).

This place robs people of joy and literal mouthwatering food every monday, as they remain closed on all mondays.

They guarantee with full confidence that their misal will not go soggy even after the addition of gravy. Current owner- Alhad Bedekar and Tanvi Bedekar

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

CUSTOMER THOUGHTS AND REVIEWS

“

“The service is so good. They’re always so happy and eager to serve you with extras. They always keep in mind ‘customers are always right’.” -Amal Shah

“The city I used to live in earlier had a beautiful Irani cafe, never thought I could find something comparable until I visited Goodluck” -Krupa Negi

“Their hospitality, without a doubt, will put a smile on your face. Besides, their happy faces, will definitely make you visit again.” -Karan Joshi

“I love this place for the variety it has to offer. Not only in context to food but also the company. You can visit with anyone.” -Anonymous

“I suggest this place to everybody. Absolutely the best food I’ve ever had. Perfectly spiced as it should be.” -Paranjpe

“It is amazing how well they have maintained the quality of the food since so many years.” -Bhakti

Aware Maratha Khanawal

Cafe Goodluck

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

“It’s not like every other traditional misal, it’s unique. The curry is not spicy and has special ingredients which is what makes it stand out.” -Rajesh Krishnan

“I’ve been visiting Badshahi since school days. It’ll give the perfect feel of what Maharashtrian food really is. It’s a definite must try.” -Juhi Datta

“After visiting this place once, my friends and I were extremely surprised. Food is home here. Pure seduction to your taste buds.” -Vaibhav Das

“Nothing has impacted my life as much as misal at Bedekar. Serving quintessential Maharashtrian snacks, this place cannot get any better.” -Awez Ansari

“Authentic, pure veg, Marathi style food. Moderate spicy, moderate oily, lightning fast service. I wish no one misses out on this place.” -Rueben Nicholas

“George has been around since before India got independence. That not only makes it iconic but also historic.” -Anshul Tiwari

“It’s quite a small space but that only brings you closer to your food literally and figuratively.” -Anonymous

“What ever mood I’m in, seems to turn into “extremely satisfied” after every single visit.” -Sanjana Nagarkoti

“Even though George is a bit far away from my house, it’s always a choice that’s worth all the driving.” -Manisha Ghosh

Bedekar Misal

Badshahi Restaurant

George Restaurant

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

...

Ideation... 1. Possible deliverables 2. Target audience 3. Food tourism 4. Competitors and analysis 5. Tone 6. Visual language 7. USP

8. Methods of attracting readers 9. Portrayal of restaurants 10. Where to find 11. Working titles 12. Book size variations 13. Possible theme

POSSIBLE DELIVERABLES Aspects to consider: Target audience, mission, subject matter focus, methods of attracting readers.

1. FOOD GUIDE Chosen deliverable

2. MAGAZINE

3. BOOK DESIGN

Subject matter focus: Focusing on the authenticity of each of the restaurant and what they contribute to the people and society. The story behind how each of the restaurant started, grew, got passed on to generations and how it is the way it is today. What aspects of it still keep their customers loyal for years together while continuing to have such a wide range of visitors.

Subject matter focus: Each issue of the magazine would focus on a different ‘traditional aspect of Pune’ The sample issue would include ‘oldest restaurants of Pune’. Other issues may include topics such as: wadas, historic places, famous identities etc.

Subject matter focus: The 4 A’s of tourism, which are as follows: Attraction (sight seeing- historic places, wadas, temples), Accommodation (stay and lodging), Amenity (restaurants) and Accessibility (transport).

Possible target audience: International tourists. Age group- 19+

Target audience: Minor changes in the target audience depending on the topic of the issue.

Target audience: Tourists. Age group- 19+

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

TARGET AUDIENCE

International Tourists • Considering international travel, age group for solo travel would be around 20 and above. • Could be solo travellers as well as family and other groups.

• Tourists will bring in consistency. There are tourists in Pune at all times hence, there is scope that the purchase will never drop drastically. Therefore, working as a good target audience.

Domestic Tourists • Considering domestic travel, age group for solo travel would be around 18 and above. • Could be solo travellers as well as family and other groups.

• Groups of family will mostly bring in people of all age groups. Children, adults and senior citizens. Resulting in at least one person being a food enthusiast.

Historians • ‘Restaurant historian’ AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

SIX DISTINCTIVE FOOD GUIDES

Dairy Fruits Grains Veges Protein

USA

Japan

Netherlands

Simple plate design.

Spinning top (inverts the common pyramid layout).

Wheel of five. Four food groups plus a beverage group.

Belize

Benin

Fiji

Food basket brings to mind a trip to th market to fill up on healthy food.

Use a picture of a traditional house.

Pineapple shaped food guide. [22]

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

FOOD TOURISM Worldfoodtravel.org

“Food tourism is the act of travelling for a taste of place in order to get a sense of place.”

1. Education

2. Adventure

3. Curiosity

“In food tourism we learn about local culinary cultures and customs. We love story telling and history.”

“In food tourism we are explorers. We travel near and far to find authentic food and beverage experiences.”

“In food tourism we discover and open our minds to new flavours, textures, cultures and heritage.”

Key points • “Food is now a main motivation for travellers choosing their destination.”

• “It is implied that if people are eating, they are probably drinking as well.” [23]

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

COMPETITORS AND ANALYSIS Positives

Times Food Guide

Local Guide Books (Discover Pune) • • • •

In depth analysis of all the involved aspects. Detailed maps Some guide books are very ‘to the point’. Cover all areas of the city as well as the 4 A’s of tourism. Times Food Guide

• Alphabetical order shows good organization and makes searching for your respective place easier. • ‘How to use this guide book’ gives a clearer image to users. • Really good segregation (best ambiance, best cafes, best Chinese, Maharashtrian etc.) • Extremely detailed index page • Perfect amount of description for each restaurant. • Individual sections (area wise index, home delivery, bar type etc.)

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Explanation on how to use and read the guide, what the symbols stand for

Negatives Local Guide Books (Discover Pune) • Does not focus on one particular area, when it comes to history. Not everyone is interested in everything. Does not have a very particular target audience. • Guides books are difficult to handle, specially while traveling because they open up too big. • Time consuming if books are too lengthly and not to the point. • Guide books include unnecessary ads. • Some places mentioned in these guides such as malls, might become obsolete hence, the guide will contain wrong information and misguide the users if not constantly updated. • The local guide books usually do not pay much attention to design. Times Food Guide • Pages do not stay open because of the size of the book. • Do not know on what basis the restaurants have been chosen. • No visual elements (no photos, graphs, maps etc.)

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Ads that might misguide users, if info becomes obsolete.

WHAT IS THE TONE?

WHY INFORMAL?

WHY CALM?

Informal gives a sense of comfort. It gives a sense of you being able to be who you are. When I want people to look at this guide, I would want them to have the feel of comfort which in turn would mean a relaxed, friendly feeling which is what most people seek when it comes to dining.

The word calm relates to quite and soothe. When people are eating they do not look for chaos or noise, but a calm and tranquil environment. If the guide gives off a calm tone, it’ll further be related to the restaurants by the readers. The indirect connection would help guide the people to what they are looking for.

WHY AIRY?

WHY POSITIVITY?

WHY COLORFUL?

Airy depicts something of having more of a casual tone. In my opinion, when people are looking at food, they would want a casual feel to it rather than a serious tone.

Positivity may lead to further want or exploration of more. If something gives off a positive vibe, it will keep you attracted to it. It will definitely not stop you from continuing to have a further look.

The thought behind choosing the word ‘colorful’ to depict these restaurants was that since these restaurants are decades old, the first thought in the minds of people is black and white or dingy. However, these words do not portray the restaurants in the way they are today.

The author’s attitude towards the topic. The tone is portrayed by the setting, characters, details and word choices. The chosen words reflect the tone of the book ‘Taste Wise’: Informal, calm, airy, positivity and colorful.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

WHAT IS THE VISUAL LANGUAGE? The visual language of this guide book is depicted by: • Photography (restaurant, food, customers) • Maps • Typographic Hierarchy

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

WHAT IS THE USP?

WHY IS THIS IMPORTANT?

The USP of this guide book is firstly, the interactive element (that is the flow chart that guides you exactly to the restaurant of your preference, taking under consideration: the day, time, budget etc.)

Sunday

Monday

Secondly, the combination of it being a guide book as well as having traditional homemade recipes (which gives the buyers a reason to hold on to the book for a long period of time, even after leaving Pune city).

Tuesday- Saturday

Sunday

I felt an immense need to include the following information because the restaurants mentioned in the book have extremely unusual timings. They are also shut on different and random days of the week. So according to the users time of day and other preferences, the chart tells you exactly all the restaurants that will be open at their time of need and the ones that are best suited for them.

Monday

Tuesday- Friday

Saturday

What price range do you prefer? What type of dining are you looking for? Refer to pages

42 12 30 36

42 30 36

42 12 30 36 52

64 24

42 30 36

64 58

42 30 36

64 24 58

42 30 36

24 58

42 30 36

Structure of the chart Price Range Rps. 1-350

Price Range Rps. 350+

Authentic Dining

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Informal Dining

Formal Dining

SABUDANA

Vada

Total Time- 20 mins

INGREDIENTS:

Salt (as required) Water (as required) Oil (as required)

Prep Time- 10 mins

Cumin seeds 4-5 potatoes

Servings- 3 to 4

4-5 green chillies 250 grams sago 32 grams peanuts HERBS AND SPICES:

Coriander leaves

Calories- 311

Traditional homemade recipe by Mrs. Seema Dhiwar (Pune, Maharashtrian) Step 1: Take sago in a bowl, rinse it well. Pour water and soak the sago over night or for a few hours, depending on the type of sago till they soften. Step 2: Drain the water completely. Step 3: Boil the potatoes, peel the skin and mash well. Step 4: Roast the peanuts till they turn golden, brown. Step 5: After it cools down, remove the skin with your hands and grind the peanuts to a powder form.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Step 6: Chop the green chillies into small pieces. Then mix all the ingredients i.e. mashed potatoes, soaked sago, cumin seeds, green chillies, powdered peanuts, coriander and salt to taste. Step 7: The mashed potatoes help in bringing the required consistency to form the vadas. Step 8: Make small balls of the mixture and flatten them to the required size. Step 9: Heat the oil and fry the vadas until they turn golden, brown. Step 10: Serve with curd and cucumber chutney.

METHODS OF ATTRACTING READERS Readers or users get attracted to elements without necessarily knowing what it is thats caught their attention. A few minor ways to grab attention could be as follows: • Captions for images • Writers insights • Reader engagement pieces such as quizzes and puzzles. • Product or service focused content such as reviews. • Checklists, charts, graphs, tables, info graphics and other non- narrative techniques. • Maps • Facts or history • Interviews • One word descriptions

Captions for images AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

their abundant upwas (fasting) snack items 84

PORTRAYAL OF RESTAURANTS

WHERE CAN YOU FIND THIS GUIDE BOOK?

WORKING TITLES

Adjectives that helped me decide how I wanted to portray these particular ten restaurants. The following words were all chosen keeping in mind the duration of existence of these places.

Keeping in mind the target audience i.e. international and domestic tourists, the guide book would be available at the following places.

• • • • •

• • • • • •

Sustainability Old is gold Authenticity Looking up to these places Exaggerated Larger than life

• The road side stalls at ‘Old Pune’ (Old Pune is frequently visited by tourists) • Hotels (lobby, gift shops) • Book stores/ Kindle • Outside the most famous sight seeing and historic spots of Pune. • Train station book stalls (mostly for domestic tourists)

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Soul Favorites Gastronomic Delights Pune Summarized Taste Wise Pivot (the central point on which a mechanism turns, in this case ‘food’ being the central point, around which life revolves).

BOOK SIZE VARIATIONS • 5” x 7” [paperback; easy to carry if it’s paperback and smaller in size] • 7” x 7” [hardcover with dust jacket] • A5 5.83”x 8.27” [hardcover; for preventing it from food, oil etc. if carried with to restaurants. No dust jacket as it may cause a bit inconvenience to carry]

7”

Drawn to scale in respect to other book sizes. 5”

7”

7” AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Chosen size The ruler (in inches) for the chosen book size and layout is as follows: Outside margin- 0.39” Inside margin- 0.51” Gutter- 0.15” Measure- 4.93”

8.27”

5.83”

0.39

2.78

+2.39

2.93

5.32

+2.39

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

5.83

6.34

8.73

+2.39

8.88

11.27

11.66

+2.39

POSSIBLE THEME • 1. Fast life

2. Open ended facts/ history

3. Dedicated sections

• Portraying through images, the fast life that people live these days and how it slows down and you catch a breath only when you stop to eat.

• Leaving the readers curious by having incomplete fact/ history that they would find out the answers to by visiting the venue. Creating an element of suspense and excitement.

• Each restaurant will be dedicated a section in the book. Every section’s theme would revolve around the original theme of the restaurant itself. • The look and feel of the restaurant, color palette used. • Resulting in a different tone for each section.

4. Entire day plan

5. What’s best suited for you?

Authentic look

• The tour guide will take you exactly where you belong taking under consideration: Your current location, the time of day, your budget, your age etc. • It will plan out and give you multiple options as to what you can do from the start to the end of your day. • For example starting with breakfast, sightseeing, lunch, shopping etc. all combinations made according to your preference.

• Find out which restaurant(s) best suited for you by simply answering a few questions (in the form of either a game, chart or graphs) by choosing between options. • An easier way to minus confusion/ unnecessary discussions.

• • • •

All black and white images. Old school layout The vibe a kindle gives off Fonts that maintain the authentic look

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

QUESTION CATEGORIES Chosen Theme- ‘What’s best suited for you?’ The following are preferred categories that users might want to take under consideration while choosing a place to eat.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

RESTAURANT SEGREGATIONS The restaurants were segregated based on the following categories: • Time (Breakfast, lunch, snack and dinner) • Price Range (medium and high) • Mood (type of dining) • Type (type of dish) • Day (the days of the week when the restaurants are open and closed)

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

POSSIBILITIES AND COMBINATIONS The number of possibilities and combinations that can be made of these categories are as follows:

Number of days- 7 Time of day- 4, Price range -2 Mood- 3, Type- 2

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Hence, 7x4x2x3x2 = 336 various combinations

DESIGN VARIATIONS

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

FINAL DESIGN Sunday

Monday

Tuesday- Saturday

What price range do you prefer?

Authentic Dining

Informal Dining

What type of dining are you looking for?

Price Range Rps. 1-350

Price Range Rps. 350+

Refer to pages

18 24

42 12 30 36

42 30 36

18 24

Formal Dining

42 12 30 36 52

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Design 1. Mood boards 2. Typeface variations 3. Final color palette and typeface 4. Layout variations 5. Info Hierarchy

6. Development of map 7. Cover page variations 8. Pricing 9. Mock-ups 10. Promotional design

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

PUNE AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

TYPEFACE VARIATIONS

Trade Gothic

Restaurants that were established before this time period hold higher significance...

1948

Franklin Gothic

1902-5

DORABJEE AND SONS

Goudy old style

1915

DORABJEE AND SONS DORABJEE AND SONS

Della Robbia

Restaurants that were established before this time period hold higher significance...

1902

Kennerley old style Kabel

1911

Restaurants that were established before this time period hold higher significance...

Dorabjee and Sons

1927-9

DORABJEE AND SONS

Schneidler

Mrs Eaves Roman Trajan

Restaurants that were established before this time period hold higher significance...

1936

1996

1989

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

DORABJEE AND SONS dorabjee and sons

SUB HEAD & BODY TEXT

Cafe Goodluck

For a series of fortunate events, this is your destination. An integral part of the city’s identity and lifestyle. Right around the corner and in the center of your heart, will lie this café within seconds of your visit. The owner of this 1935 established restaurant has a heart of gold. Not only did he leave everything abroad and came here as a grant to his father’s wish but will probably show the same sort of affection towards his customers. “For the past twenty years, our menu, the recipes and the style of cooking has stayed the same. However we still get a lot of crowd. People of all ages come here because the quality and the prices are still good,” said Goodluck’s part time manager, Mr. Yakshi. People have been coming here for over 80 years and what the customers appreciate the most seems to be the consistency in their menu, chefs and recipes. A well-oiled machine, perfected over the years, and you can tell by the cafes old walls that they have many stories to tell.

Sub Head- Josfin Sans Body Text- Goudy Old Style 11pt

Sub Head- Gotham Rounded Body Text- Garamond 11pt

Sub Head- Spartan MB Body Text- Schneidler BT 10pt

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

100

Cafe Goodluck

Sub Head- Century Gothic Body Text- Della Robbia BT 10pt

Sub Head- Kabel Body Text- Kennerley Old Style 10pt

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

101

TITLE TEXT VARIATIONS

a food guide to:

TASTEWISE the oldest restaurants of Pune city

glacial indifference goudy old style

a food guide to:

TASTE WISE the oldest restaurants of Pune city

TASTE WISE A FOOD GUIDE: to the oldest restaurants of Pune city

oswald goudy old style

spartan mb

goudy old style

FINAL COLOR PALETTE & TYPEFACE

Typeface used: Spartan MB for cover page

Regular

Bold Light

Typeface used: Josefin Sans for sub head

Regular

Bold Italic

Looked for a color palette in which all the colors could carry black as well as white text. Versatile colors, warm and cool.

#EAF6FA

#C6241F

#937C6A

#EDAF06

#CA6D5B

#2B586F

#92522E

#2A2F2B

Typeface used: Goudy Old Style for body text

Regular

Bold

Italic

These colors help complement the decided tone of the book. For example yellow for positivity, blue for calm, white for airy etc.

LAYOUT VARIATIONS

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Id mil volesequam

Reviews

Id mil volesequam

Price, Time, Cash? Ac? Contact, Location

Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la

Price, Time, Cash? Ac? Contact, Location

Description/ menu Imo doluta il molorae que de prent expel et occatem faccusciet quo tem que odis untistrum re nonse ne qui dolorecea core officiate nonsequi comnisciis ne eum volorerci nus. Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent comnisciis ne eum volorerci nus. Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent

Recipe Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la nulparum nescia doloreptae labor re.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la nulparum nescia doloreptae labor re sit as ut et labo. Ectum harciat. Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la nulparum nescia doloreptae labor re sit as ut et labo. Ectum harciat.

Description/ menu

Reviews Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la

Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest

Imo doluta il molorae que de prent expel et occatem faccusciet quo tem que odis untistrum re nonse ne qui dolorecea core officiate nonsequi comnisciis ne eum volorerci nus. Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent comnisciis ne eum volorerci nus. Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent

Recipe Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la nulparum nescia doloreptae labor re.

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History

Description/ menu

Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la nulparum nescia doloreptae labor re. Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la nulparum nescia doloreptae labor re.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Id mil volesequam Price Time Cash? Ac? Contact Location

Recipe

Reviews

Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la nulparum nescia doloreptae labor re.

Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la nulparum nescia doloreptae labor re sit as ut et labo. Ectum harciat.

107

Reviews Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la nulparum nescia doloreptae labor re sit as ut et labo. Ectum harciat. Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la nulparum nescia doloreptae labor re sit as ut et labo. Ectum harciat.

Reviews Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la

Description/ menu

Recipe

Id mil volesequam

Description/ menu

Recipe

Id mil volesequam

Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la nulparum nescia doloreptae labor re.

Price, Time, Cash? Ac? Contact, Location

Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la nulparum nescia doloreptae labor re.

Price, Time, Cash? Ac? Contact, Location

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History

Description/ menu

Recipe

Reviews

Id mil volesequam

Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la nulparum nescia doloreptae labor re.

Ullupta sum et magnihit parum, simodi rehent offic tem earumquat vent et etur rempel ma nonest faccus estiumquas et acesect ionsequam et la

Price Time Cash? Ac? Contact Location

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DIGITAL VARIATIONS

CUSTOMER

REVIEWS

“If you need to fill your belly with authentic, pure veg, Marathi style food then this is the place you need to be. Moderate spicy, moderate oily, lightning fast service.”

“It’s like my second dining room. I’ve been visiting Badshahi since school days. It’ll give you the perfect feel of what Maharashtrian food really is.” It’s a definite must try.

“Badshahi has always been my go to place. What ever mood I’m in, seems to turn into “extremely satisfied” after every visit. This place always lives up to its standards.”

“I honestly respect the simplicity. I like this place so much that I’m always looking for reasons to visit.”

“I would rate this place a 4.5/5 for every aspect from food, hospitality to hygiene.”

ADDRESS Plot 1648, Bal Gangadhar Tikal Rd, Sadashiv Peth, Pune, Maharashtra 411030, India TIMINGS Tuesday to Sunday 11:30 am to 2:30 pm & 8:00 pm to 10:00 pm Monday closed PRICE 200 for two

CONTACT (+91) 976-331-1658 (+91) 942-300-1516

DISHES Potato Toast, Puneri Toast, Maharashtrian Thali, Buttermilk, Vada, Patal Bhaji

INFO Cash only Indoor seating

Veg only Non ac

Tuesday to Sunday 11:30 am to 2:30 pm & 8:00 pm to 10:00 pm Monday closed Cash only Non ac Veg only Indoor seating Potato Toast, Puneri Toast, Maharashtrian Thali, Buttermilk, Vada, Patal Bhaji 200 for two

Plot 1648, Lokmanya Bal Gangadhar Tikal Rd, Sadashiv Peth, Pune, Maharashtra 411030 9763311658

CUSTOMER

REVIEWS It’s like my second dining room. I’ve been visiting Badshahi since school days.

I honestly respect the simplicity. I like this place so much that I’m always looking for reasons to visit. If you need to fill your belly with authentic, pure veg, Marathi style food then this is the place you to be. Moderate spicy, moderate oily, lightning fast service.

It’ll give you the perfect feel of what Maharashtrian food really is.

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FINAL ADDRESS Plot 1648, Bal Gangadhar Tikal Rd, Sadashiv Peth, Pune, Maharashtra - 411030, India.

CONTACT (+91) 976-331-1658 (+91) 942-300-1516

TIMINGS Tuesday to Sunday 11:30 am to 2:30 pm & 8:00 pm to 10:00 pm Monday closed

“

their abundant upwas (fasting) snack items

MUSINGS & ABOUT

“Authentic, pure veg, Marathi style food. Moderate spicy, moderate oily, lightning fast service.” I wish no one misses out on this place, not even my enemies.

“It’s like my second dining room. I’ve been visiting Badshahi since school days. It’ll give the perfect feel of what Maharashtrian food really is.” It’s a definite must try.

“Badshahi has always been my go to place. What ever mood I’m in, seems to turn into “extremely satisfied” after every visit. This place always lives up to its standards.”

“I would rate this place a 4.5/5 for every single aspect of this place.”

“I like this place so much that I’m always looking for reasons to visit.”

...customers of Badshahi Restaurant

DISHES

Taste Wise Badshahi Restaurant

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

Potato Toast, Puneri Toast, Maharashtrian Thali, Buttermilk, Vada, Patal Bhaji

PRICE 200 for two

INFO Cash only Indoor seating

Veg only Non ac

Taste Wise Badshahi Restaurant

111

Opposite Kesariwada, Kelkar Road, Narayan Peth, Pune, Maharashtra 411030 9923278122 Monday to Saturday 8:30 am to 12:00 pm & 4:30 pm to 8:30 pm Sunday closed Cash only Non ac Veg only Indoor seating

CUSTOMER Opposite Kesariwada, Kelkar Road, Narayan Peth, Shaniwar Peth, Pune, Maharashtra 411030

“One of the jewels of old Pune. A little eerie timing but the food is so good Cash only that I make other plans keeping in Non ac Veg only mind the timings of this place so they Indoor seating don’t hinder my prabha visits.”

REVIEWS Monday to Saturday 8:30 am to 12:00 pm & 4:30 pm to 8:30 pm Sunday closed

Missal, Khichdi, Batata Vada,

9923278122

100 for two

“My grandfather used Sabudana Vada to bring me here when I was younger and that is how I CUSTOMERwas introduced to this place. And I’ve been coming here ever since.”

REVIEWS

My grandfather used to bring me here when I was younger and that is how I was introduced to this place. And I’ve been coming here ever since.

“I have never been disappointed by this place. I can eat the batata vada I’ve always heard about mouthwatering they serve for all three meals of my day, dishes, but this was the first time I actually experienced one. The batata without thinking twice.” vada seemed too good to be true.

Missal, Khichdi, Batata Vada, Sabudana Vada 100 for two

“These people always make alterations exactly how I ask them to. It’s almost as though they can read my mind, and understand my taste buds.” “I’ve heard about mouthwatering dishes, but this was the first time I actually experienced one. The batata vada seemed too good to be true.”

These people always make alterations exactly how I ask them to. It’s almost as though they can read my mind, and understand my taste buds. I have never been disappointed by this place. I can eat the batata vada they serve for all three meals of my day.

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“

ADDRESS

MUSINGS & ABOUT

“These people always make alterations exactly how I ask them to. It’s almost as though they can read my mind, and understand my taste buds.”

“One of the jewels of old Pune. A little eerie timing but the food is so good that I make other plans keeping in mind the timings of this place so they don’t hinder my prabha visits.”

“I have never been disappointed by this place. I can eat the batata vada they serve for all three meals of my day, without thinking twice. Literal mouthwatering dishes that are too good to be true.”

...customers of Prabha Vishranti Gruha

Opposite Kesariwada, Kelkar Road, Narayan Peth, Pune, Maharashtra - 411030, India.

CONTACT (+91) 992-327-8122

TIMINGS Monday to Saturday 8:30 am to 12:00 pm & 4:30 pm to 8:30 pm Sunday closed

DISHES Missal, Khichdi, Batata Vada, Sabudana Vada

PRICE 100 for two

INFO Cash only Indoor seating

Taste Wise Prabha Vishranti Gruha

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Veg only Non ac

Taste Wise Prabha Vishranti Gruha

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BADSHAHI

BADSHAHI Restaurant

1945

Certain chain of events are not always the happiest however, the death of her great grandfather in law, grandfather in law and then husband, only led Ms. Medha Sahastrabuddhi to introduce this list of food items (usal, batata wada, batata toast, kachori etc.) that have shot the number of customers through the roof. A place that you cannot enter with a frown because the aroma will get to you from within a mile, after which you won’t be doing much of way finding but more of a floating and following the trail of smell (this is where your favorite cartoon comes to life). This 1945 established restaurant has been visited by many Marathi actors after their performances at Tilaks Marak. So if you won’t take our word for it, at least rely on the famous people because people who set examples, try never to go wrong.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

1945

of smell (this is where your favorite cartoon comes to life). This 1945 established restaurant has been visited by many Marathi actors after their performances at Tilaks Marak. So if you won’t take our word for it, at least rely on the famous people because people who set examples, try never to go wrong. As you enter, the counter to your left and the amazement ahead will only get you attached to the place, the people and of course, without a doubt; the food.

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SABUDANA Vada

INGREDIENTS:

Salt (as required) Water (as required) Oil (as required)

Total Time- 20 mins

Prep Time- 10 mins

Cumin seeds 4-5 potatoes

Servings- 3 to 4

4-5 green chillies 250 grams sago 32 grams peanuts HERBS AND SPICES:

Coriander leaves

Calories- 311

SABUDANA Vada

Total Time- 20 mins

Step 2: Drain the water completely.

Prep Time- 10 mins

Calories- 311

Traditional homemade recipe by Mrs. Seema Dhiwar (Pune, Maharashtrian)

Approx. 4 servings

4-5 potatoes

Salt (as required)

4-5 green chillies

Water (as required)

Coriander

250 grams sago

Cumin seeds

32 grams peanuts

Step 1: Take sago in a bowl, rinse it well. Pour water and soak the sago over night or for a few hours, depending on the type of sago till they soften.

Step 6: Chop the green chillies into small pieces. Then mix all the ingredients i.e. mashed potatoes, soaked sago, cumin seeds, green chillies, powdered peanuts, coriander and salt to taste.

Step 2: Drain the water completely.

Step 7: The mashed potatoes help in bringing the reqired consistency to form the vadas.

Oil (for frying)

Step 3: Boil the potatoes, peel the skin and mash well. Step 4: Roast the peanuts till they turn golden, brown. Step 5: After it cools down, remove the skin with your hands and grind the peanuts to a powder form.

Step 8: Make small balls of the mixture and flatten them to the required size. Step 9: Heat the oil and fry the vadas until they turn golden, brown.

Step 10: Serve with curd and cucumber chutney.

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INFORMATION HIERARCHY By wanting to give priority to the ‘information about the restaurant’ such as location, timings etc. I kept the point size as 11 (slightly larger than the remaining information on the page).

“

Header Point size- 28.5

MUSINGS & ABOUT

“I love this place for the variety it has to offer. Not only in context to food but also the company. You can visit with friends, family, guests or even by yourself.”

“The city I used to live in earlier had a beautiful Irani cafe, never thought I could find something comparable. However, Goodluck changed my mind.”

“It is amazing how well they have maintained the quality of the food for so many years. Even though there are many new Irani restaurants in the city now, Goodluck will always be the one.”

Customer reviews (Secondary information) Point size- 10.5

their most ordered food item, bun maska

Photo Captions Point size- 10.5 Italic

...customers of Cafe Goodluck

The major aspect of the visual language is photography and hence covers a minimum of 60% of the spread in ration to the written content. Footer font size at minimum i.e. 7.

Taste Wise Cafe Goodluck

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Photographs to cover at least 60% of spread

ADDRESS 759/75, Goodluck Chowk, Deccan Gymkhana, Pune, Maharashtra - 411004, India. TIMINGS Monday to Sunday 7:30 am to 11:30 pm PRICE 650 for two

Sub head Point size- 11 Bold

CONTACT (+91) 808-781-0002 (+91) 808-781-0003 DISHES Bun Maskas, Rumali Roti, Omelette, Irani Chai, Biryani, Chicken Tikka Sandwich

Restaurant info (Primary information) Point size- 11

INFO Cards accepted Indoor seating

Veg & Non-veg Non ac

Taste Wise Cafe Goodluck

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Footer Point size- 7 117

DEVELOMENT OF MAP Markings of all 10 restaurant locations

Source: [24] AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

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Pune station

Bus stop markings

Source: [24] AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

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FC Rd

ZERO STONE

ar Rd opatk LB Bh

Poona Guest House Kawre Ice Creams

Til a

SADASHIV PETH

kR d

First draft Required rectifications:

Badshahi

• Too many unnecessary roads. • No distinguishing elements between roads. • Approximate distance between restaurants required.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

bai

Pune-Bengaluru Hwy

Aware Maratha Khanawal

NEW NANA PETH

Dorabjee and Sons

Dastur Meher Rd

Bagade Rd

ar Rd RB Kumthek

Laxmi Rd

Jawaharlal Nehru Rd

Bedekar Misal

George Restaurant

BUDHWAR PETH

Prabha Vishranti Graha

Cafe Goodluck

luc

d oo

G afe

d kR

Vaidya Uphar Graha

Mum

GANESHWADI

Sadhu V aswani R d

Hwy

• Where in Pune are the restaurants located? An over view map required. • Too many elements hence, tough to read. 120

PLACEMENT OF MAP IN BOOK

Measure of the book. 5.83” x 8.27”

The visual of the map in the book is as depicted in the sketch. The map further opens up to reveal information about the zero stone as well as the distances of the restaurant.

Protrusion: 5.83” Visual of the map once it is opened.

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FC Rd

ZERO STONE

Kawre Ice Creams

Til a

SADASHIV PETH

kR d

Badshahi

NEW NANA PETH

Pune-Bengaluru Hwy

Aware Maratha Khanawal

Dorabjee and Sons

Dastur Meher Rd

ar Rd RB Kumthek

Laxmi Rd Jawaharlal Nehru Rd

Bagade Rd

Poona Guest House

bai

r Rd

Bedekar Misal

George Restaurant

BUDHWAR PETH

Prabha Vishranti Graha

Cafe Goodluck

luc

d oo

G afe

d kR

Vaidya Uphar Graha

Mum

a opatk LB Bh

GANESHWADI

Sadhu V aswani R d

Hwy

MAP KEY Restaurants Bus Stops Pune Station

AREA NAMES Zero Stone

Distance from Zero Stone to: Aware Maratha Khanawal Badshahi Bedekar Misal Cafe Goodluck Dorabjee and Sons

5.0 km 5.5 km 4.2 km 4.7 km 1.9 km

George Restaurant Kawre Ice Creams Poona Guest House Prabha Vishranti Graha Vaidya Uphar Graha

1.4 km 3.5 km 3.4 km 4.1 km 3.1 km

About Zero Stone Installed by the British in the early 1900s, the Zero Stone marks the exact geographic location of the city. From this stone distances were measured

to other Zero Stones in neighbouring cities and locations.

LOHEGAON

BANER AUNDH

KHADKI

VIMAN NAGAR KHARADI

PUNE KOTHRUD

HADAPSAR

KONDHWA

NANDED

UNDRI

Over view

COVER PAGE VARIATIONS

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With their unique back stories, from serving food to freedom fighters to opening a restaurant to compete with a friend, join us, taste wise and be a part of what makes Pune.

a food guide to:

TASTE WISE the oldest restaurants of Pune city

AKSHATA IYER

TASTE WISE

A food guide to the oldest restaurants of Pune city

TASTE WISE the oldest restaurants of Pune city

Culture is a word that is thrown around a lot, but is difficult to explain. Probably one of the major and easiest way of defining culture can be done through food. Food is now a main motivation for travellers choosing their destination. This food guide will take you on a journey to the oldest restaurants of Pune city. These restaurants are close to about 75-100 years old and have immensely interesting stories to tell.

a food guide to:

A food guide to the oldest restaurants of Pune city

Price: â&#x201A;š

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a food guide to: TASTE WISE the oldest restaurants of Pune city

A food guide to the oldest restaurants of Pune city

a food guide to:

A food guide to the oldest restaurants of Pune city

Price: â&#x201A;š

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

AKSHATA IYER

TASTE WISE

TASTE WISE the oldest restaurants of Pune city

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Price: â&#x201A;š

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

AKSHATA IYER

TASTE WISE

A food guide to the oldest restaurants of Pune city

a food guide to: TASTE WISE the oldest restaurants of Pune city

A food guide to the oldest restaurants of Pune city

a food guide to:

TASTE WISE the oldest restaurants of Pune city

127

a food guide to:

TASTE WISE the oldest restaurants of Pune city

AKSHATA IYER

TASTE WISE

A food guide to the oldest restaurants of Pune city

a food guide to: TASTE WISE the oldest restaurants of Pune city

A food guide to the oldest restaurants of Pune city

Price: â&#x201A;š

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Culture is a word that is thrown around a lot, but is difficult to explain. Probably one of the major and easiest way of defining culture can be done through food. Food is now a main motivation for travelers choosing their destination. This food guide will take you on a journey to the oldest restaurants of Pune city. These restaurants are close to about 75-100 years old and have immensely interesting stories to tell. With their unique back stories, from serving food to freedom fighters to opening a restaurant to compete with a friend, join us, taste wise and be a part of what makes Pune.

a food guide to: TASTE WISE the oldest restaurants of Pune city

A food guide to the oldest restaurants of Pune city

TASTE WISE the oldest restaurants of Pune city

AKSHATA IYER

TASTE WISE

AKSHATA IYER

TASTE WISE

a food guide to:

A food guide to the oldest restaurants of Pune city

a food guide to: TASTE WISE the oldest restaurants of Pune city

A food guide to the oldest restaurants of Pune city

Price: â&#x201A;š Price:

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Culture is a word that is thrown around a lot, but is difficult to explain. Probably one of the major and easiest way of defining culture can be done through food. Food is now a main motivation for travelers choosing their destination. This food guide will take you on a journey to the oldest restaurants of Pune city. These restaurants are close to about 75-100 years old and have immensely interesting stories to tell. With their unique back stories, from serving food to freedom fighters to opening a restaurant to compete with a friend, join us, taste wise and be a part of what makes Pune.

a food guide to: TASTE WISE the oldest restaurants of Pune city

A food guide to the oldest restaurants of Pune city

AKSHATA IYER

TASTE WISE

A food guide to the oldest restaurants of Pune city

a food guide to:

TASTE WISE Price: â&#x201A;š

Price:

AKSHATA IYER

TASTE WISE

A food guide to the oldest restaurants of Pune city

a food guide to: TASTE WISE the oldest restaurants of Pune city

A food guide to the oldest restaurants of Pune city

a food guide to:

TASTE WISE the oldest restaurants of Pune city

the oldest restaurants of Pune city

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FINAL COVER PAGE a food guide to:

A food guide to the oldest restaurants of Pune city

With their unique back stories, from serving food to freedom fighters to opening a restaurant to compete with a friend, join us, taste wise and be a part of what makes Pune.

TASTE WISE the oldest restaurants of Pune city

the oldest restaurants of Pune city

AKSHATA IYER

TASTE WISE

A food guide to the oldest restaurants of Pune city

TASTE WISE a food guide to:

Price: â&#x201A;š

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PRICING The price is calculated taking under consideration the following aspects. One time costs: • Travel cost • Publisher • Distributor Per book cost: • Printing • Binding Other aspects would be comparison between other books of similar genre. In this scenario comparisons could be made with other food guides, travel guides and cook books. Since the target audience are international tourists as well, comparison can be made with the cost of books sold abroad as people’s first instincts are to convert the amount into the currency they are familiar with.

Books in India

Books abroad

1. Times Food Guide- 299/(376 pages, paperback)

1. NewYork City 2020- $15.37 (320 pages, paperback, 1165/-)

2. Cookbook and Travel Guide- 449/(256 pages, paperback)

2. Fodors Travel- $12.35 (479 pages, paperback, 936/-)

3. Totally Mumbai- 495/(84 pages, paperback)

3. PrettyCity- $19.33 (256 pages, hardcover, 1465/-)

4. Time Food and Nightlife Guide- 698/(207 pages)

4. NYC Food Crawls- $ 9.74 (208 pages. paperback, 738/-)

5. Everyone can cook- 414/(128 pages, hardcover)

5. One Food Wonder- $12.49 (216 pages, paperback, 947/-)

6. Eating out- 382/(264 pages, paperback) 7. Discover Pune- 140/(1 page, paperback)

Examples can be through the conversion of dollars as its value is recognized in most of the countries.

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Tentative cost calculator (Per book cost)

Source: [25]

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PROMOTIONAL DESIGN The areas for promotion was decided after taking under consideration the target audience (i.e. domestic and international tourists) and the areas of availability of the book, which are as follows: • The road side stalls at ‘Old Pune’ (Old Pune is frequently visited by tourists) • Book stores/ Kindle • Train station book stalls

The tourists can be guided to the places where the guide book is available through advertisements at train stations, airplane magazine ads, social media etc. The primary objective of promotion is Pune culture through food and the secondary objective is the guide book itself. Sponsor- Pune Tourism

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EXPLORE THE

CULTURE OF

PUNE CITY

TASTE

THROUGH YOUR

BUDS,

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This horizontal banner design can be used for advertising on airplane magazines or SkyMall catalogue. Also as instagram posts, for Pune Tourism.

AND LET US

SEAT YOU

AT YOUR

MOST SUITED

Seize your ‘Taste Wise’ copy today at book stalls of Old Pune, for a guide to the oldest restaurants of Pune. Rps. 449/-

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first slide

second slide

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third slide

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POSTER VARIATIONS

EXPLORE THE CULTURE OF PUNE CITY

THROUGH YOUR

Explore the culture of Pune City, through your taste buds.

TASTE BUDS

LET US SEAT YOU AT YOUR MOST SUITED

Seize your ‘Taste Wise’ copy today at your nearest book stalls, for a guide to the oldest restaurants of Pune.

AKSHATA IYER UG GRAPHIC DESIGN GRADUATION PROJECT 2016- 2020

LET US SEAT YOU AT YOUR MOST SUITED

Seize your ‘Taste Wise’ copy today at your nearest book stalls for a guide to the oldest restaurants of Pune.

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FINAL POSTERS Posters can be used for advertising at train station as well as the Kindle.

EXPLORE THE CULTURE OF PUNE CITY THROUGH YOUR

TASTE

EXPLORE THE CULTURE OF PUNE CITY

THROUGH YOUR

TASTE BUDS

BUDS. LET US SEAT YOU AT YOUR MOST SUITED

LET US SEAT YOU AT YOUR MOST SUITED

Seize your ‘Taste Wise’ copy today at your nearest book stalls, for a guide to the oldest restaurants of Pune.

Download your ‘Taste Wise’ copy today, for a guide to the oldest restaurants of Pune.

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CONCLUSION I would like to happily mention that the reason for me choosing this topic was fulfilled to a very major extent. Which was wanting to explore and get to know more about Pune City and why it’s known as the ‘cultural capital of Maharashtra’. Challenges The project was extremely entertaining throughout. My major concern with the entire project was to know whether I would find a direction after each step of my research. That however, played out quite well and I was led to my topic smoothly. However, there were a few times when I felt stuck. The first challenge I faced was ‘indoor photography’. I was always interested in photography and had done related projects before. However, I had never done indoor photography and it was definitely much more different than I expected. After spending hours at each restaurant, waiting for something interesting to happen, or food to get ordered every picture turned out unsatisfactory.

After watching a lot more indoor photography videos and talking to a professional, I got a hang of it. Then all I had to do was visit the restaurants again, which was always a charm.

I also learned a proper flow of how things are done when it comes to a long term project. It taught me to focus on one thing for a longer period of time.

My other challenge was the layout of the book. After saving 4 InDesign files as my ‘final’, the 5th time was a charm. I really appreciate my mentor Honey Panchal for her constant guidance which motivated me and got me through this bump.

The duration of this project was from Jan to May. This topic kept me so interested and wrapped up that I did not even realize how these 5 months flew by.

Learnings The most important thing I learned through this project was working on multiple things simultaneously. I was constantly working on at least 3 things at a time between the research, field study, ideation, design, documentation etc. Which inturn helped me with time management and organization.

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Total number of photos clicked 1,652

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6. Sandeepmarwah. 2020. Cultral Capital. [online] Available at: <http:// sandeepmarwah.com/pune-is-the-culturalcapital-of-maharashtra/> [Accessed 28 January 2020]. 7. En.wikipedia.org. 2020. Sawai Gandharva Bhimsen Festival. [online] Available at: <https://en.wikipedia.org/wiki/Sawai_ Gandharva_Bhimsen_Festival> [Accessed 4 February 2020]. 8. Taheem, M., 2020. 14 Historical Places In Pune, Historical Monuments In Pune Fabhotels. [online] FabHotels Travel Blog. Available at: <https://www.fabhotels.com/ blog/historical-places-in-pune/> [Accessed 5 February 2020]. 9. NoBroker.com. 2020. Traditional Houses In Pune. [online] Available at: <https:// www.nobroker.in/blog/architecture-oftraditional-houses-in-pune/> [Accessed 10 February 2020].

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10. En.wikipedia.org. 2020. Maharashtrian Cuisine. [online] Available at: <https:// en.wikipedia.org/wiki/Maharashtrian_ cuisine> [Accessed 2 March 2020]. 11. The Financial Express. 2020. Food Of The Peshwas. [online] Available at: <https:// www.financialexpress.com/archive/foodof-the-peshwas/55437/> [Accessed 12 February 2020]. 12. Encyclopedia Britannica. 2020. Peshwa | Definition & History. [online] Available at: <https://www.britannica.com/topic/ peshwa> [Accessed 12 February 2020]. 13. Ixigo.com. 2020. The Peths Of The Old City. [online] Available at: <https://www. ixigo.com/the-peths-of-the-old-citypune-india-ne-1702327> [Accessed 15 February 2020].

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19. En.wikipedia.org. 2020. Shinde Chhatri. [online] Available at: <https://en.wikipedia. org/wiki/Shinde_Chhatri> [Accessed 18 February 2020].

24. Google Maps. 2020. Google Maps. [online] Available at: <https://www.google.com/ maps/@18.5179461,73.8572518,17z> [Accessed 4 April 2020].

15. Lbb.in. 2020. Things About Pune. [online] Available at: <https://lbb.in/pune/6things-about-pune-you-didnt-know/> [Accessed 23 February 2020].

20. Medium. 2020. Bajiraoâ&#x20AC;&#x2122;S Shaniwar Wada: Pune, India. [online] Available at: <https:// blog.audiocompass.in/bajiraos-hauntedshaniwar-wada-pune-india-9996603b8040> [Accessed 19 February 2020].

25. Singh, G., 2020. Price Calculator - Printster. In. [online] Printster.in. Available at: <https://printster.in/products/printsterprice-calculator> [Accessed 10 May 2020].

16. Pedal And Tring Tring. 2020. ZERO STONE IN PUNE. [online] Available at: <https://pedalandtringtring. com/2020/04/15/zero-stone-in-pune/> [Accessed 30 February 2020].

21. En.wikipedia.org. 2020. Raja Dinkar Kelkar Museum. [online] Available at: <https://en.wikipedia.org/wiki/Raja_ Dinkar_Kelkar_Museum> [Accessed 25 February 2020].

17. https://www.oneindia.com. 2020. Rigveda Manuscripts. [online] Available at: <https:// www.oneindia.com/2008/02/28/rigvedamanuscripts-in-preserved-safely-in-puneinstitute-1204269314.html> [Accessed 28 February 2020].

22. Miller, S., 2020. 6 Distinctive Food Guides From Around The World. [online] livescience.com. Available at: <https:// www.livescience.com/54812-unique-foodguides-around-the-world.html> [Accessed 5 March 2020].

18. Bori.ac.in. 2020. The Bhandarkar Oriental Research Institute. [online] Available at: <http://www.bori.ac.in/> [Accessed 28 February 2020].

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14. Whatshot.in. 2020. How Pune Got Its Name. [online] Available at: <https:// www.whatshot.in/pune/story-behindthe-name-pune-c-16115> [Accessed 18 February 2020].

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COLOPHON This document is designed and written by Akshata Iyer. The following fonts were used in the development of this document.

The following softwares were used in the development of this document. Adobe InDesign, Photoshop and Illustrator.

For body text, Garamond: Regular, Bold, Italic For headings Spartan MB: Regular, Bold

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