This is a re-branding project for a fine-dining Indian restaurant named "Masala Kraft", situated in a 5-star hotel in Mumbai, India. I have designed the logo, branding, business card, letterhead, iconography, ad campaign, and user interfaces for the restaurant's website and digital menu.
The current branding of the restaurant is outdated and lacks consistency across various touchpoints, hindering effective communication and customer engagement.
The solution is to undertake a comprehensive re-branding project. This will help establish a strong and appealing brand identity, attract more customers, and elevate the restaurant's position in the competitive fine-dining market.
I visited the restaurant multiple times to experience the delicious food, view the interior, and explore the menu. The restaurant is a specialty Indian fine-dine restaurant. It has wooden interiors inspired by ancient Indian architecture. The overall vibe of the restaurant is traditional and historic. However, the menu card doesn't match the overall vibe of the restaurant.
I looked up similar Indian fine dining restaurants that offered comparable experiences at the same price point. I did a competitive analysis of three restaurants - Masala Kraft, Kangan, and Masala Library. I compared and analyzed the interior, menu card, and logo (and also the food!) of all three restaurants.
I had to figure out how I would make a user interface for the website and the app. I started by keeping the layout clean and minimal and focused on the use of typography in my initial wireframes. I wanted to give the restaurant's website a luxurious vibe that is elegant and traditional at the same time.
The logo is inspired by Star Anise, which is used abundantly in Indian cooking. This lockup features both the wordmark and the logomark. The logomark is geometrical and represents regalness, tradition, and home-grown nature. Imperial URW and Amiri fonts are used as both of them complement regalness and tradition of the restaurant.
There are two prototypes for this project. One prototype is for the Masala Kraft restaurant's website, and the other prototype is for an app on a tablet, used for taking orders. Masala Kraft's website has a home page, about page, FAQ page, Contact us page, press page, and a digital menu page. Whereas, the app is used only for taking orders in the restaurant, where the diners order their dish from the digital menu and pay for them via the tablet.
Understood the importance of on-site research of restaurants. The ambiance, vibe, and atmosphere of restaurants can not be captured by doing online research.
Initially I struggled with designing the layout for the digital menu. Creating an interactive digital menu is quite different from a traditional physical menu.
I faced difficulties with making the website accessible to a lot of different people, including people with disabilities and non-tech savvy people. I tried my best to make it as intuitive and minimalistic as possible.
