The brand aims to represent ‘Indian Street Food’ – providing diners with an ‘authentic’ Indian food experience that is akin to the type of food eaten by thousands of Indians across India every day as they go about their day – usually in roadside cafes and establishments.
The concept provides a slice of ‘real India’ – specialising in real, nutritional, and honest food.
The focus ranges from foodie fashionista’s following the latest trend to diners looking for an ‘experience ’of authentic Indian street food. It also includes families as the menu has suitable dishes aimed at the younger palate.
The brand needed to be inclusive with a buzzy and lively atmosphere, inviting people to have good and authentic Indian food in a sociable environment.
The logo is constructed with the BOJAN letters shaping an elephant which is a sacred animal to Hindus.
The visual identity includes lively and bold colours as well as other Indian symbols and illustrations that represent the Indian culture. Also postage stamp stickers were created to be used on the takeaway meal boxes.
These stamps give an additional dimension implying the flavours that travel the world bringing to you authentic flavours.