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.

Client

Babuji

Year

2018

Services

Branding
Sub Branding
Print Design

Sector

Hospitality

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.

Crate47 Creative agency | Two instructional sheets titled
Crate47 Creative agency | Poster for
Crate47 Creative agency | A bus stop advertisement for Babuji South Asian Street Food. The ad features a hand-drawn scene of a bustling street with a woman in a green sari and text that reads,
Crate47 Creative agency | An image showing a two-page restaurant menu. The left page, partially folded, lists general information and details under

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.

Crate47 Creative agency | A collection of sketches and designs of the word
Crate47 Creative agency | Close-up shot of various handwritten and printed iterations of the word
Crate47 Creative agency | The image shows the logo for
Crate47 Creative agency | A variety of sketches displaying the word
Crate47 Creative agency | A close-up of several sheets of paper displaying various hand-drawn letter designs and typography styles, including letters
Crate47 Creative agency | The image shows the logo for
Crate47 Creative agency | The image shows a logo with the text

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