1. Case Study
Project | Branding + Communication Design
Client | Dish Hospitality
Bringing alive flavours from the
chatpata streets of India
PROJECT PROFILE
Client | Dish Hospitality Pvt. Ltd.
Location | Mumbai 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,
Work | Branding & Communication Design
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 SOLUTION
Because 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, Merchandise
and Apparel Design comprised the complete communication kit.
411, Abhishek, Off New Link Road, Andheri West, Mumbai 400 053, India T: +91 22 66963603, F: +91 22 66963604 W: www.theleafdesign.com © Leaf Design Pvt. Ltd. | www.theleafdesign.com
2. Project | Branding + Communication Design
Brand Concept
Client | Dish Hospitality
Visual Theme
Indian Streetscape and Food
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.
© Leaf Design Pvt. Ltd. | www.theleafdesign.com
3. Project | Branding + Communication Design
Visual Language
Client | Dish Hospitality
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.
© Leaf Design Pvt. Ltd. | www.theleafdesign.com
4. Project | Branding + Communication Design
Kiosk Branding
Client | Dish Hospitality
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
© Leaf Design Pvt. Ltd. | www.theleafdesign.com
5. Project | Branding + Communication Design
Packaging Design
Client | Dish Hospitality
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.
© Leaf Design Pvt. Ltd. | www.theleafdesign.com
6. Project | Branding + Communication Design
Packaging Design
Client | Dish Hospitality
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.
© Leaf Design Pvt. Ltd. | www.theleafdesign.com
7. Project | Branding + Communication Design
Signage Design
Client | Dish Hospitality
Signages & Icons
Icons designed according the theme and the
visual language of Nashta Chai.
© Leaf Design Pvt. Ltd. | www.theleafdesign.com
8. Project | Branding + Communication Design
In-Store Merchandise
Client | Dish Hospitality
Merchandise & Theme Lamps
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 clear
emphasis 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.
© Leaf Design Pvt. Ltd. | www.theleafdesign.com
