The brief
The restaurant’s three owners come from three different cities, and each had a different idea of what it should be.
My job was to create one brand and a mural for the dining room.
A brand workshop in three sessions
Before the workshop, I researched the market, the South Asian community in Dubai and more than 10 competing restaurants. Then I ran the Brand DNA workshop with the owners.
Purpose and vision
Why the restaurant exists and where it is going.
Values and personality
How it should look, feel and sound.
Audience and messaging
Who it is for and what it says to them.
Logo design
I explained the difference between a logo and an illustration, and showed the owners how a simple logo stays clear on a sign, a menu and a phone screen.
The clay pot idea came out of that conversation.
The spices
Cardamom, star anise and cloves. These spices are used in all three cities, even though each city blends them differently.
The clay pot
People from all three cities recognize it, so it doesn’t favor any one city.
The tagline
“A palette of Aromatic Flavours”, set along the curve of the arch.
The name
DESI TONIGHT in tall, condensed capitals, with “Estd. 2020” on either side of the arch.
Menu, stationery, packaging and uniforms
A mural with equal space for each city
For each city I illustrated its famous dishes, handicrafts, food streets and landmarks. Urdu lettering runs across all three sections and joins them into one design.
