RESTAURANT BRANDING
R E S T A U R A N T
B R A N D I N G
LUKSHI
Restaurant Branding
Amrita UG, Graphic Design Semester VII National Institute Of Design October- 2013
Classroom Project- 2 Guide: Anil Sinha Anchor: Tridha Gajjar
RESTAURANT BRANDING- lukshi
National Institute of Design 2013
05
Acknowledgement
06
Client brief
07
Rebrief
08
Research
13
Proposal
14
Identity creation
27
Colour palette
28
Pattern
36
Die-cut
38
Stationary Collaterals
40
Packaging Collaterals
42
Others
44
Coaster
47
Signage
48
Icons
49
Facade
50
Interier graphic
53
Conclusion
54
Bibliography
to
Dedicated with love
I would like to express my special thanks of gratitude to my Guide Mr. Anil Sinha who guided me throughout my project by giving his valuable feedback and inspired me to explore as much as possible. I would also like to thanks Ms. Tridha Gajjar who gave me this golden opportunity to do this wonderful project on Restaurant Branding, which was a hypothetical project with real briefs. I would also like to thanks my Client Mr. Sachchidanand Singh for his valuable feedback and moral supports throughout the projects. I would also like to thanks my brother Anoop Kumar for his help by providing me needs related to Lucky (client’s Pug) I would like to thanks Soni Bhai (Design Management center, NID) for his cooperartion and helpful nature, he helped me a lot in laser cutting. I would also like to thank my friends, especially Utkarsh Arya, Prithvi ranjan, Asmita and Anish Kumar for their feedbacks, support and helps. This project helped me a lot understanding the process of doing a successful branding, so I am again thankful to my Guide, coordinator, my friends and everybody.
LUKSHI is a newly opened restaurant in Hyderabad which dedicated to serving all varieties of Indian food mainly. We ensure that our dishes and take-away containers are clean and eco-friendly, Our food, dishes, napkins and everything is healthy and hygienic. We promise to treat our guest and staff with respect. Our Indian-ness quality will be seen everywhere, whether it is food, treat or visual languages. We will have a friendly and soothing environment for our guest.
Name
LUKSHI {Lucky (My Pug)+ Sakshi (My Daughter)}
Place/Location
Hyderabad City Area, IT sector
Cuisine
North Indian, South Indian and Continental food – Veg/Non-Veg
Visual Language
English Only - right now plan is to open a restaurant in Hyderabad as a start-up. The ultimate vision is to expand it as a food chain like Mac-D/KFC all over the India. English will be professional business language as it is commonly known by most Indian places.
Timing Type Theme Dress-code Chain Business type Restaurant after 5 years Any Image you have in your mind for logo Image you want to Project
Breakfast, lunch, dinner based Eat and take home facility Blue and green colour, Indian-ness, personlised. Yes Not now Collaborate No. of Customers multyply 100 times than present, 24X7 Service, chain of restaurant in same or other city. Tree, sun, river( more like a Goa fresh feeling) Face of a kid( KFC like, Sakshi is my daughter and her name is in my restaurant name) A pug ( idea is Pugs are foodie, they love food, and mainly because Lucky is my Pug whose name I also took for my restaurant name)
A restaurant which have all varieties of Indian Food mainly. Luck, Lucky, Sakshi
Other name option
(PROJECTION THROUGH IDENTITY) LUKSHI, LUCKY+SAKSHI. This name is the integration of these two
to their table. When they will be on their chair, they will realize
names, Lucky is Owner’s Pug (Dog) name and Sakshi is his daughter,
that there is table mat instead of cloths mat. Everything will be on
which results into; good luck is Lucky and Sakshi stands for witness
its place and clean. Menu will be offered for the order after they
and Proof. Lukshi is a restaurant which provides North Indian food
are seated properly. Food will be offered at its best. One waiter will
mainly. It provides both eat here and take home facilities. Lukshi is
be always for them to check in between if they want something. If
based in hi-tech city of Hyderabad and wants family customer as
there is extra food left and guest wants them to be packed, it will get
their guest. There is Indian-ness in Lukshi’s Visual language. There
parcel in food packaging bag. Check will be delivered to them only
will be a place where guest (customer) can park vehicles and also
after confirming that they don’t want anything like drink or dessert.
can wait in case there is waiting. Music and other entertainment
When the guest will leave the restaurant they will be greeted again
equipment can be there. When he will enter into the dining room,
with a smile, also if there is a child with them, he will get some gift
he will be welcomed by the restaurant people like waiter, manager
from the restaurant, which will be the part of ‘restaurant promotion
etc.) Ambiance of the dining room will be soothing and more in
strategies’.
blue and white colour. When customer will look at the different parts of the restaurant, he will realize that a it is a eco-friendly, healthy and Indian restaurant. One of the people will direct them
PRIMARY REASERCH
SECONDARY RESEARCH
Before Starting the project I took 2-3 weeks on research which includes visiting different restaurant of Ahmedabad, interviewing people and restaurant owners, reading books, online websites, going through restaurant brandings which was already done etc. As Lukshi is based in Hyderabad city, I also did some study on Hyderabadi culture and their food habits. I also realize that as Lukshi is in hi-tech city, people will be from all parts of India and the world too. So As Lukshi’s tagline says, ‘Authentic Indian taste’, will definitely work. When researching, I realize that how restaurant claims that they are best by certificates and other mediums. I also asked to people that why they recommend or visit a particular restaurant and the result was very differ. Ambience, lighting, cost, place, occasion, cuisines, popularity were the criteria in which some were important and some were not. But off course a good food in a reasonable price was best choice.
RESTAURANT BRANDING- lukshi
Self- Clicked
National Institute of Design 2013
During my research I read a book named 18 ASTRAS written by
in a certain manner, within a time frame you must consistently make
Jagdeep kapoor.
sure that the promises is fulfilled or exceeded. If the brand promises
This book was really helpful in understanding the processes and idea
will not redeemed, customer will have second thought. For a brand
behind a successful branding. This book was suggested by my guide
to be winner, it must be perceived to be reliable by the relevant target
Mr. Anil Sinha.
audience.
This book talks about 18 elements that are necessary for a
AVAILABILITY
successful branding. These elements comes under 5 main topics
If the product is not available, no purchase is possible. If Brand is not
This is:
available, he land up buying its competitive brand. This means that
CONSIDERATION
your money is spent to create demand but the competitor gets the
RELATIONSHIPď ś
sale.
IDENTITY
ACCEPTABILITY
SEARCH
Whatever brand seeks to satisfy comes under acceptability. If a brand
PERCEIVED VALUE
is acceptable by the customer or not!
These are known as CRISP, and this book is about a CRISP branding.
STABILITY A successful brand is like a tree. All part of a tree must be strong and
CONSIDERATION SET Reliability, Availability, Acceptability
stable to blossom and bear fruit for many years to come, same is with
RELATIONSHIP \Stability, Credibility, Responsibility, Serviceability
the brand. It must be able to build a relationship with a customer to
IDENTITY Desirability, Visibility, Respectability
that will last for years.
SEARCH Adaptability, Profitability Accountability, Unpredictability
CREDIBILITY
PERCEIVED VALUE Affordability, Durability, Capability, Usability
Sometime brands make tall claims. They promise to be everything to everyone all the time which is very dangerous. For a brand to
RELIABILITY
have credibility, it must be believable. Its literature must not be in
When your brand promises a customer that the product will perform
a hyperbola mode. Good product, good service, positive service
RESTAURANT BRANDING- lukshi
experience, customer satisfaction etc. are the key words for successful
seek it out- but he must also respect your brand. He must have a high
credibility.
regard for its purity, integrity and consistency.
RESPONSIBILITY
ADAPTABILITY
It is the duty of every Brand to be completely responsible to its
A brand must be able to adapt to culture, country, state and language.
customer. A responsible brand is completely transparent in all
PROFITABILITY
dealings with both internal and external customers. A brand must
A brand must enter a market only if it is profitable. Building Brand=
behave like a responsible corporate citizen who is aware of its duties
Building a business= profits.
towards the customer and society.
ACCOUNTABILITY
SERVICEABILITY
To ensure that your brand is healthy, it is important to take a health
Brands that service their customer well, ensure trouble free product
check-up once in a while. It is time for the audit, to figure out what is
use and thus guarantee delighted customers. Every product has a
right and what is wrong. Every brand needs to accomplish 6 things:
service component and every service has a product component.
awareness, trails, repeats, sales growth, market- share growth and profit
DESIRABILITY
growth.
Unless there is no desire for the product in consumer mind, it is not
UNPREDICTABILITY
used, there shoul be a desire of using that product.
Unpredictability is a slightly offbeat Brand Ability. The brand should be
VISIBILITY
able to surprise the competition by being unpredictable.
To be visible is to be seen. Unless the brand is visible, it has slim
AFFORDABILITY
chances of being picked up and consumed. Visibility of a product
If consumption is the ultimate reason for a brand’s existence, then the
ensures top of mind recall, and is thus necessary for the brand’s
brand ability of affordability is the key to open the door. Affordability
success.
is the equation between need and value. When need meets value,
RESPECTABILITY
affordability results- which means it is possible for a customer to but the
To have a strong and sustained identity, the customer not only desire
product.
and love your brand, he must not only see it easily where he desire to
National Institute of Design 2013
DURABILITY The brand ability of durability is concerned with the longevity of the brand. If your brand is going to find its niche in the mind and heart of a customer, it must look for a permanent residence. That is only way to ensure repeat purchases and a durable existence for your brand. CAPABILITY The brand ability of capability is an internal endowment that adds s to the formidability of a brand’s life. The brand ability of capability must always be present and periodically, the brand must sharpen the skills that help sell it. USABILITY If a product cannot be used, it is of no use. A brand should have a policy to ensure that the customer is constantly thrilled with his purchase. The brand ability of usability shows the customer that you care for him/ her above and beyond the customary sales transaction.
RESTAURANT BRANDING- lukshi
RESTAURANT NAME- LUKSHI
SECONDARY RESEARCH- Research from books, magazines and
PLACE- HYDERABAD
websites.
CLIENT: Sachchidanand Singh, Owner, LUKSHI RESTAURANT,
OBSERVATIONS and DISCUSSIONS with Client throughout the
Hyderabad.
research and designing.
CLIENT BRIEF
Concept explorations, Concept Validation, Concept finalisation,
LUKSHI is a newly opened restaurant in Hyderabad which dedicated
Quality and Detailing.
to serving all varieties of Indian food mainly. We ensure that our
TIME PLAN
dishes and take-away containers are clean and eco-friendly. Our
1 week for Primary and secondary research, which includes visiting
food, dishes, napkins and everything is healthy and hygienic. We
of restaurant, interviews of people and owners, book and magazine
promise to treat our guest and staff with respect and dignity. Our
study, websites and other resources, research might go on through the
Indian-ness quality will be seen everywhere, whether it is food,
process.
treat or visual languages. We will have a friendly and soothing
1 week to research on LUKSHI restaurant, place, city, people, touch
environment for our guest.
points etc. ď ś3 week for designing visual graphics like logo, symbol and other
OBJECTIVE
collaterals.
Branding for the restaurant named LUKSHI based in Hyderabad.
ď ś1 week for documentation, prints and prototypes. DELIVERABLES
DESIGN BRIEF
Logo, Menu card, Business card, Letterhead, Receipt and other
Lukshi is a hypothetical restaurant based in Hyderabad hi-tech city. I
collaterals as per the need of restaurant and client.
am doing Branding for the same. METHODOLOGY PRIMARY RESEARCH- Visit of famous Restaurant in the city, talking to people about their favourite restaurant and food places.
National Institute of Design 2013
RESTAURANT BRANDING- lukshi
National Institute of Design 2013
RESTAURANT BRANDING- lukshi
National Institute of Design 2013
A U T H E N T I C
A U T H E N T I C
I N D I A N
I N D I A N
T A S T E
T A S T E
A U T H E N T I C
I N D I A N
T A S T E
A U T H E N T I C
A
U
T
H
E
N
T
I
C
I
RESTAURANT BRANDING- lukshi
N
D
I
A
N
T
A
S
T
E
A
U
T
H
E
N
T
I
C
I
N
D
I
A
N
T
A
S
T
E
I N D I A N
T A S T E
So, After exploring lot of ideas, where my mail idea was to make
So, I finalize the second one, for my symbol, for again I realize that
symbol out of Pug (LUCKY), We (me and my guide), came up with
it is not fulfilling the need. So first of all I remove his nails, minimize
some element, which we though; should be there in the symbol.
his wrinkles, add chef cap and a small tail. And then I put the it in a
A tilted head which shows curtness, responsive, interaction,
circle, which looks good and give it a space.
understanding etc. Tongue which shows taste, fondness, love, friendly behavior etc. Some elements which directly relate to restaurant like apron, chef cap, cutlery etc. but we thought it will be okay without any restaurant element. So after refinement and all I came up this symbol.
National Institute of Design 2013
After selecting some logotypes, I digitize them first, and then tried to combine them, because I according to me, digitization is quicker way of exploration, because one can take prints and refine them or make changes manually. So as I had ligature in my mind I combine s and h, simply, I gave a base to letters so that the tag-line will be at the bottom and will look static and part of the logo. After a lot of explorations again, I came up with the logo. I extended L and K’s bottom straight, so that tag-line will have a base and support, and won’t look alone.
For the logotype, I explore some characteristic, like there
But again there was readability problems, like some people were reading it
should be at least a ligature, not necessarily, which is already
as pukshi, I remove the tail from L and make it a simple L.
there, a connectivity (because LUKSHI is the integration of Lucky and Sakshi).
RESTAURANT BRANDING- lukshi
National Institute of Design 2013
A U T H E N T I C
A U T H E N T I C
I N D I A N
T A S T E
I N D I A N
T A S T E
AUTHENTIC INDIAN TASTE
A U T H E N T I C
I N D I A N
A U T H E N T I C
T A S T E
A U T H E N T I C
I N D I A N
I N D I A N
T A S T E
T A S T E
A U T H E N T I C
I N D I A N
T A S T E
A U T H E N T I C
I N D I A N
T A S T E
AUTHENTIC INDIAN TASTE
RESTAURANT BRANDING- lukshi
After the refinement of logo and symbol, I tried to combine both in a way so that it can go at all places like stationary, packaging, fabrics, visual graphics etc. I also decided to use it separately, wherever it needs. A U T H E N T I C
I N D I A N
T A S T E
I keep the symbol size bigger than logotype, one because it was balancing with each-other
A U T H E N T I C
I N D I A N
and also other than the name Lukshi, I wanted
T A S T E
to highlight the pug figure in the symbol which symbolize fondness of food, friendliness behavior etc. A U T H E N T I C
I N D I A N
I put the tagline ‘AUTHENTIC INDIAN TASTE ‘at
T A S T E
the bottom of the logotype, which conveys the specialty of the restaurant. A U T H E N T I C
A U T H E N T I C
I N D I A N
T A S T E
A U T H E N T I C
I N D I A N
I N D I A N
T A S T E
T A S T E
National Institute of Design 2013
1.7 1
PANTONE 348C A U T H E N T I C
Ratio between hight of symbol & logo- 1: 1.7,
A U T H E N T I C
RESTAURANT BRANDING- lukshi
I N D I A N
PANTONE 2945C
T A S T E
When put together ratio of hight and width- 1: 2.5
I N D I A N
T A S T E
A U T H E N T I C
I N D I A N
T A S T E
Dark blue is a colour of truth, calm and moderation. Blue is seen as trustworthy, dependable and committed. As blue is not supposed to be a food related colour, I combine it with green colour for the branding, so that blue and green will make a good balance for the restaurant branding. Green is the colour of nature, which shows that the restaurant is ecofriendly. Also Green is considered the colour of peace, refreshment and soothe. I made a colour palette of green and Blue with different shades, so that they can be used on different elements. I basically used Green (Pantone-348C) and Blue (Pantone 2945C) for my collaterals.
National Institute of Design 2013
RESTAURANT BRANDING- lukshi
As Lukshi is an Indian restaurant with authentic Indian taste, it was must to show its Indian-ness through visual representation, so here I tried to achieve an Indian touch in the pattern which I derived from the symbol itself. I made some patterns, which I derived from the chef-cap on the pug’s head. Colour blue and green and the motif give an Indian-ness touch throughout the branding. Size of the motif can be changed according to the design of the objects. Also I made sure that these motifs can go everywhere like crockery, curtains, floor, stationary, wall etc. So that there will be a continuity.
National Institute of Design 2013
RESTAURANT BRANDING- lukshi
National Institute of Design 2013
RESTAURANT BRANDING- lukshi
Logo
Pens
card, I follow the same language and design throughout the other
Symbol
Dishware
collaterals. Curtains, chairs, rooms, facade etc. are just the idea that
Bags
Coasters
Boxes
Aprons
Plastic containers
Caps
Cartons
T-shirts
Bottles
Badges
Wrappers
Stamp
Toothpick
Exterior signage
Business card
Interior signage
Letterhead
Directional sign
Folders
Window graphics
Envelopes
Wall graphics
Table-mat
Facade
Menu card
Furniture
Pencils
Textile furnishing
After finalising patterns, colour palette, symbol and logo I explore some business card designs and after finalise a design for business
how the branding will go with other restaurant objects, like if it will go with the curtains or not. So here I just showed that patterns used in collaterals like stationary and packaging will also go with fabrics material like curtains, chairs etc. I used more white with blue and green colour, which claims cleanliness, hygiene, quality and better management.
National Institute of Design 2013
A U T H E N T I C A U T H E N T I C
I N D I A N
A U T H E N T I C
A U T H E N T I C
I N D I A N
I N D I A N
T A S T E
T A S T E A U T H E N T I C
A U T H E N T I C
A U T H E N T I C
RESTAURANT BRANDING- lukshi
I N D I A N
T A S T E
I N D I A N
T A S T E
I N D I A N
T A S T E
I N D I A N
T A S T E
T A S T E
Veg Non-veg
I N D I A N
T A S T E
Hi- tech city, Hyderabad Mo: +91 7878 756 732 Ph: 450-34902484, 34902485 Email: lukshi.ait@gmail.com website: www.lukshi.com LUNCH 11:00 AM - 3:00 PM DINNER 6:30 PM- 11:00 PM
LUNCH: 11:00 AM - 3:00 PM
DINNER: 6:30 PM- 11:00 PM
SACHCHIDANAND SINGH Executive Chief/ Owner
LUKSHI- Authentic Indian Taste Hi- tech city, Hyderabad Ph. : 450-34902484. 34902485 Email: lukshi.ait@gmail.com website: www.lukshi.com
SACHCHIDANAND SINGH Executive Chief/ Owner
SACHCHIDANAND SINGH Executive Chief/ Owner
A U T H E N T I C
Lunch: 11:00 AM - 3:00 PM Dinner: 6:30 PM- 11:00 PM
LUNCH 11:00 AM - 3:00 PM DINNER 6:30 PM- 11:00 PM
A U T H E N T I C
I N D I A N
T A S T E
Hi- tech city, Hyderabad Mo: +91 7878 756 732 Ph: 450-34902484, 34902485 Email: lukshi.ait@gmail.com website: www.lukshi.com LUNCH 11:00 AM - 3:00 PM DINNER 6:30 PM- 11:00 PM
A U T H E N T I C
I N D I A N
I N D I A N
T A S T E
LUKSHI- AUTHENTIC INDIAN TASTE Hi- tech city, Hyderabad Mo: +91 7878 756 732 Ph: 450-34902484, 34902485 Email: lukshi.ait@gmail.com website: www.lukshi.com
LUNCH 11:00 AM - 3:00 PM DINNER 6:30 PM- 11:00 PM
T A S T E
www.lukshi.com
A U T H E N T I C
I N D I A N
lukshi.ait@gmail.com
Hi- tech city, Hyderabad Mo: +91 7878 756 732 Ph: 450-34902484, 34902485 Email: lukshi.ait@gmail.com website: www.lukshi.com
A U T H E N T I C
960-7707770077, 7707770078
LUKSHI- AUTHENTIC INDIAN TASTE
SACHCHIDANAND SINGH Executive Chief/ Owner
Hi-Tech City, Hyderabad
SACHCHIDANAND SINGH Executive Chief/ Owner
LUKSHI- Authentic Indian taste
T A S T E
Hi- tech city, Hyderabad Mo: +91 7878 756 732 Ph: 450-34902484, 34902485 Email: lukshi.ait@gmail.com website: www.lukshi.com LUNCH 11:00 AM - 3:00 PM DINNER 6:30 PM- 11:00 PM
National Institute of Design 2013
4inx8.5in T A S T E I N D I A N
I N D I A N
A U T H E N T I C
T A S T E
A U T H E N T I C
Hi- tech city, Hyderabad Mo: +91 7878 756 732 Ph: 450-34902484, 34902485 Email: lukshi.ait@gmail.com website: www.lukshi.com
3inx5.5in A U T H E N T I C
I N D I A N
T A S T E
Hi- tech city, Hyderabad Mo: +91 7878 756 732 Ph: 450-34902484, 34902485 Email: lukshi.ait@gmail.com website: www.lukshi.com
RESTAURANT BRANDING- lukshi
Hi- tech city, Hyderabad Mo: +91 7878 756 732 Ph: 450-34902484, 34902485 Email: lukshi.ait@gmail.com website: www.lukshi.com
6.5inx4in
A U T H E N T I C
I N D I A N
T A S T E
Hi- tech city, Hyderabad Mo: +91 7878 756 732 Ph: 450-34902484, 34902485 Email: lukshi.ait@gmail.com website: www.lukshi.com
As Lukshi is a newly opened restaurant, it will have some vouchers, invitation cards, coupons etc. for their Promotion, so I made some Envelopes in different sizes for their need, I also made some files for their record and needs.
7inx9in
National Institute of Design 2013
3.5inx2in
RESTAURANT BRANDING- lukshi
I N D I A N
T A S T E
SACHCHIDANAND SINGH Executive Chief/ Owner
A U T H E N T I C
A U T H E N T I C
I N D I A N
T A S T E
Hi- tech city, Hyderabad Mo: +91 7878 756 732 Ph: 450-34902484, 34902485 Email: lukshi.ait@gmail.com website: www.lukshi.com LUNCH 11:00 AM - 3:00 PM DINNER 6:30 PM- 11:00 PM
A U T H E N T I C
I N D I A N
T A S T E
A U T H E N T I C
Hi- tech city, Hyderabad Mo: +91 7878 756 732 Ph: 450-34902484, 34902485 Email: lukshi.ait@gmail.com website: www.lukshi.com
I N D I A N
T A S T E
Hi- tech city, Hyderabad Mo: +91 7878 756 732 Ph: 450-34902484, 34902485 Email: lukshi.ait@gmail.com website: www.lukshi.com
BUSINESS CARD ENVLOPE LETTERHEAD PENCIL
A U T H E N T I C
A U T H E N T I C I N D I A N
I N D I A N T A S T E
T A S T E
A4 National Institute of Design 2013
A U T H E N T I C
A U T H E N T I C
I N D I A N
I N D I A N
A U T H E N T I C
T A S T E
T A S T E
C E N T I A U T H
N I N D I A
E T A S T
A U T H E N T I C
C E N T I A U T H
RESTAURANT BRANDING- lukshi
N I N D I A
E T A S T
I N D I A N
T A S T E
I N D I A N
T A S T E
FOOD BOX TOOTHPIC WRAPPER
BAG
PLASTIC CONTAINER
CARTON
A U T H E N T I C
T A S T E
U
T
H
E
T
I C
I N
D
I A
N
T
A
S
T
T
H
E
I C
I N
D
I A
N
T
A
S
T
I N D I A N
A
N
U
T
T A S T E
A U T H E N T I C
A
N
I N D I A N
E
E
A U T H E N T I C
C T I E N T H A U
A N D I I N
I N D I A N
T A S T E
E S T T A
A U T H E N T I C
C T I E N T H A U
A N D I I N
I N D I A N
T A S T E
E S T T A
National Institute of Design 2013
A U T H E N T I C
A U T H E N T I C
A U T H E N T I C
RESTAURANT BRANDING- lukshi
I N D I A N
T A S T E
I N D I A N
T A S T E
I N D I A N
T A S T E
APRON BADGE
A U T H E N T I C
T-SHIRT COASTER
I N D I A N
T A S T E
A U T H E N T I C
I N D I A N
CAP CROCKERY
CHEF-CAP STAMP
NAPKIN
T A S T E
A
U
T H
E N
C T I
I N
D
I A
N
T A
E S T
A
U
T H
E N
C T I
I N
D
I A
N
T A
E S T
National Institute of Design 2013
I was very fascinated about the laser cut technique, and when I got this opportunity of using laser cut in my project, I explored it a lot. I also feel that laser cut technique could go on restaurant’s furniture, so that there will be connectivity in products, but as laser cut is really expensive, it all A U T H E N T I C
I N D I A N
T A S T E
depends upon project budget.
RESTAURANT BRANDING- lukshi
A U T H E N T I C
I N D I A N
T A S T E
A U T H E N T I C
I N D I A N
T A S T E
National Institute of Design 2013
TABLE-MAT
TABLE MENU When customer wait for food, generally it takes some time like 20-30 minutes in arriving the food, meanwhile people talk and do some entertain, so here I tried to add more fun by some interactive table- mats. I also suggest table mat instead of clothe because after every meal they get changed, which claims cleanliness and hygiene. Table-mat will keep customer busy in a creative way until their food being served, as the table-mat says, ‘Meanwhile you can help Lucky to get his food’, Other than a mage and lucky, there can be some games like Sudoku, tic-tac-toe etc. For a good menu, there should be interesting and curious names of food, or at least the topics, which customer can relate with the restaurant. So instead of creating a whole menu card (which was going to take a lot of time), I explore some table menu card.
A U T H E N T I C
I N D I A N
T A S T E
SOUP 1 veg 1 Non-Veg SALAD 5 Veg salad STARTERS Masala Papad 3 Veg 2 Non-Veg MAIN-COURSE 5 Veg Dishes 2 Non-Veg Dishes Veg Biriyani Veg Flat Noodles Steam Rice, Raita, Curd, Papad, Pickle DESSRET 2 Indian desserts with Ice cream
RESTAURANT BRANDING- lukshi
SOUP 1 veg 1 Non-Veg
From the Menu From the Menu
SALAD 5 Veg salad
your choice*
STARTERS Masala Papad 3 Veg 2 Non-Veg
Regular Your choice* Your Choice*
MAIN-COURSE 5 Veg Dishes 2 Non-Veg Dishes Veg Biriyani Veg Flat Noodles Rice, Raita, Curd, Papad, Pickle
From the Menu 2 Non-Veg Dishes Regular/ spicy/ handi From the Menu Steam Rice/Jeera rice/ Pulao*
DESSRET 2 Indian desserts with Ice cream
From the menu*
For the signage, I keep simple instruction at least for now, where
and colour can be filled, or they can come on metal. Arrow signs are
green signage is for indoors and blue signage is for outdoors. I
also for the idea. Typeface which I used here is cocon regular.
had this visual in mind that, as Lukshi is environmental friendly, there will be plants all-around outside the restaurant, and so blue colour signage will create a contrast, and will go with colour palette of restaurant. Following Signage are just the idea that how they will look, they can be made out of wooden blocks using laser cutting,
Wi-Fi
RESREVED
NO SMOKING
OPEN
WASHROOM
CLOSE
STAFF ONLY
DO NOT ENTER
PARKING ZONE
Wi-Fi
CLOSE
DO NOT LITTER NO SMOKING NO SMOKING
LAUNGE
WASHROOM National Institute of Design 2013
I made a set of icons, which can go throughout the identity, some icons are for menu card and some are for stationary products too. Icon of veg and non-veg will go on menu card, and icon which has Lukshi’s logo on it will refer for Lukshi’s special dishes.
RESTAURANT BRANDING- lukshi
Here is just an idea that how does signs will look in day and night.
National Institute of Design 2013
These are some example of visual graphics, which will go on curtains, floor, walls, furnitures etc. It is to show that patterns which are used in stationary products, are also can be used on other materials and products, so that there will be a continuity.
www.worldmarket.com
RESTAURANT BRANDING- lukshi
www.archiexpo.com
CURTAINS
CHAIRS
reception area
A U T H E N T I C
I N D I A N
T A S T E
www.wallconvert.com
National Institute of Design 2013
RESTAURANT BRANDING- lukshi
Branding is totally a different topic in graphic design field, so as a classroom project I wanted to do a Branding, I was Lucky enough that one of my relative was planning to open a restaurant in future, So I took his project and did restaurant branding under the guidance of Mr Anil Sinha. During this project I learn a lot of lessons related to branding. This project helped me a lot in understanding the process of creating a successful branding. Throughout the whole process, either it was research part or designing part; I learnt so many new things. I learnt that for a successful branding Visual part is one of the important parts and it reflect the brand. This project was about doing the complete identity design for a restaurant named LUKSHI, where I tried to cover all graphic design part like Identity design, packaging, stationary, signage etc. I also explore that how visual graphics will go on curtains, floor, wall, chairs, apron, t-shirts, cap, bags, containers etc. During this project I also get exposed to different media like laser cut, which was interesting to work with. Because duration of this project was only for 2 month, I tried to do my best within this period, but still I would like to explore on this project. There are still too many things which can be explored. Last but not the least, I realize that as much as you explore, results will be better and better, and one should have clarity of what he/ she is doing. So explorations and process in any area, matters a lot and it is very-very important.
National Institute of Design 2013
18 Brand Astras- JAGDEEP KAPOOR
Illustrater CS6
9 Brand Shastras- JAGDEEP KAPOOR
Photoshop CS6
1000 Restaurant bar and cafĂŠ Graphics
IndesignCS6
www.google.co.in
Laser cut
en.wikipedia.org
Digital Printing
www.behance.net
optima LT Saracen HTF-Black
PAGE SIZE: 26cm x 19 cm SPREAD SIZE: 52 cm X 19 cm