Indian Essence

Refreshing the branding of ‘Indian Essence’ restaurant by Michelin star chef Atul Kochhar.

Brief

Atul Kochhar came to us looking to refresh the branding of his restaurant ‘Indian Essence’. Wanting to keep the current colour scheme, the branding needed a contemporary touch that represented the first-class cuisine provided and also kept the traditional charm.

Execution

Using the existing brand colours as inspiration, we refreshed the original logo to reflect a modern-day twist on traditional Indian cooking. The purple and gold symbolise luxury and creativity, a sight into what customers can experience when dining at the restaurant. Exploring different typefaces, we chose a serif font that was traditional with a subtle flare and felt reminiscent of the subtle spice flavours used to bring a taste of India to customers. We also updated the existing fork brandmark, creating a more modern symbol that lifted the existing design. The new logo is fresh and clean and holds charming elements that are a nod to Kochhar’s inventive take on traditional Indian cooking.

“When I approached the Creative ID team to design a logo for my newly launched restaurant Vaasu by Atul Kochhar, I was confident they would do a great job as they have already designed various projects for me over the past 20 years. Vaasu has an important and personal significance for me as it has my name on it. The team went the extra mile to fully understand what the logo should convey about the restaurant and also took into account the look and feel of the interiors so they could design a logo that was in harmony with the overall concept.”

ATUL KOCHHAR, MICHELIN-STAR CHEF

Vaasu