A new look for a traditional Indian restaurant.

Babuji was formerly a traditional Indian restaurant in London that required a new street food branding look for their authentic cuisine. This was a change of direction for a family of chefs with the desire to bring the varied tastes of South Asian street food to a London clientele in a restaurant setting.






Sub Branding
Print Design



A hint of nostalgia.

For our street food branding we created a logo design that is a fusion of West meets Bollywood, with the typography reminiscent of old Indian film posters. The colours come from fabrics used for traditional saris. We’ve distilled these components into a striking restaurant logo design that is idiosyncratic, distinctive, and instantly recognisable.

The sub-branding uses a classic serif font that complements the quirky lettering used for the name. We also developed a pared-back brand pattern based on traditional shapes but formed purely with line work to keep it both subtle and contemporary. These various brand elements are used throughout the implementation of our street food branding.

Activating our street food branding.

We were responsible for the graphic design of several print items to be used in and around the restaurant. These included a menu design that was laid out like an old newspaper and printed on recycled paper stock to give it a vintage look and feel. We’ve also devised some tongue-in-cheek instruction cards with humorous illustrations describing how best to eat your food with your hands.

Eating with your hands is a big part of the restaurant’s ethos of providing an authentic experience for its diners. In addition, we did the print design and artwork for an illustrated launch poster of the street to let people in the local area know that a new restaurant would be opening soon. This kind of marketing was an essential part of the activation of our street food branding for Babuji.

"For our street food branding we developed a restaurant logo which is a fusion of West meets Bollywood”