Nashta Chai (Dish Hospitality)-Branding & Communication design

Project | Branding + Communication Design

Client | Dish Hospitality

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Bringing alive flavours from the chatpata streets of India

Client |Dish Hospitality Pvt. Ltd.

Location |Mumbai

Work | Branding & Communication Design

Case Study

PROJECT PROFILE

Nashta Chai brings 'Flavours from the Streets of India' right upon the table - reasonably priced, fast-served, fresh, ready-to-eat multi Indian cuisine - across malls, retail stores, airports, subways and more. What's essential, is that it is presented with a different theme that stays true to the feel of a street.

DESIGN SOLUTIONBecause it is all about local food; the design and the creative communication talks about the experience about chatpata street food in apna India. The black, white and yellow colours of Indian roads and transports are used in the colour palette in a street pedestrian style.

Communication Design (menu board, stationery), Kiosks, Packaging Design(label design, tray mat, sachets, take away bags & box), Signage, Merchandiseand Apparel Design comprised the complete communication kit.



© Leaf Design Pvt. Ltd. | www.theleafdesign.com

Brand Concept

No street flavour of India is ever complete with the streets themselves. In this route, the street ambience is recreated. The khau galis thronged by foodies are brought alive in this everyday landscape, along with the authentic flavours and aroma tingling into the nostrils. There is a pole, a bench, a city skyline and larger than life pictures of food to complete the streetscape look.

Visual Theme

Indian Streetscape and Food




Visual Language

Iconic symbols of food are used – along with the utensils in which they are enjoyed. Popular street lingo (without which street food is never complete) is used extensively. They all form together the visual language of Nashta Chai.




Kiosk Branding

Kiosk

The kiosk design is made in a bright and noticeable colour scheme of yellow with attractive illustrations – helping it to stand out in the clutter




Packaging Design

Here the streetscape and food illustrations marry fun and popular street lingo to create a new 'Nashta Chai' language. So, even while a customer waits up at Nashta Chai, there's some gripping and interesting material – like write ups on cups, knots and crosses games and crossword on tray mats - to hold his attention.




Packaging Design

Packaging Design

The spirit of Nashta Chai prevails everywhere – the concept is emphasised across objects. Takeaway bags talk about the local street food served at Nashta Chai. Nothing extravagant but simple fare served in a traditional way. The kullad, a USP of Nashta Chai –also carry the same message. The regular sachets are different too, as they infuse the typical light-hearted Nashta Chai street humour.




Signages & Icons

Signage Design

Icons designed according the theme and the visual language of Nashta Chai.




Merchandise & Theme Lamps

In-Store Merchandise

What's interesting about Nashta Chai are the Kullad Lamps –hand painted with the street illustrations using the lingo used on the street in reference to Chai and Nashta. In spirit of street fare, all material used in these light fixtures is eco-friendly, soil and metal. Yet, by using this traditional material, there is a clearemphasis on very contemporary styling.

Nashta Chai has a heart – and it shows in all the toys it sells at its premises. These are toys made by underprivileged children, and represent an effort to turn their fortunes just a little bit.

Nashta Chai (Dish Hospitality)-Branding & Communication design

Business

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