BRAND POSITIONING
Gagan Tangri, a distinguished Indian chef based in Berlin, approached me to develop a brand design that reflects his unique positioning as a fine Indian modern fusion chef. His culinary creations blend traditional Indian family recipes with contemporary gastronomy, offering inventive vegan dishes made from regional, seasonal, gluten-free, and organic ingredients. As fractional art director and in-house designer, I ensure brand consistency while adapting it to the chef’s evolving success.
CLIENT
Gagan Tangri
YEARS
2022 — heute
INDUSTRY
Food & Beverage
CHALLENGES
The challenge was to design a unique brand identity that stands out in the competitive organic, regional, and vegan market while celebrating Indian culture and showcasing the luxurious, refined nature of the offerings. As the business expands, additional products — many yet to be determined — are expected to be introduced.
SERVICES
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Visual identity
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Packaging design
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Marketing materials
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Prepress
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Co-creation with the client
El Mesiri as the Heading
Font Pairing
Quicksand is the font, chosen for the body text. To demonstrate how this font looks like, I will tell you a little bit about octopus. They can be bigger than a bus. The biggest giant Pacific octopus ever recorded reached a weight of 270 kg. That’s nearly four times the weight of the average person.
Color Palette
VISUAL IDENTITY
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Inspired by Indian art, a modern, clean, and stylish design was created, featuring vibrant pastel colors and a subtle touch of playfulness. This design emphasizes the joy of the culinary and creative journey, seamlessly integrating with the innovative cuisine of the Indian fusion chef.
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The logo is defined by a monochromatic composition, featuring a refined golden leaf motif encased within an iris, emblematic of the ethos of veganism inherent in this culinary domain.
BRAND VALUES
The name "Naina", derived from the Hindi word for "eye", embodies chef's mindful approach to crafting culinary delights. "Vood" playfully nods to "vegan food", encapsulating the core brand values of promoting respect for all living beings.
BRAND TAGLINE
"Taste with your eyes"
At NAINA VOOD, the focus is not only on aromatic taste experiences but also on aesthetic presentation as (culinary) art. This is particularly well emphasized by the main theme of the logo - the eye ("Naina" in Hindi).
BRAND EXPERIENCE
Following his success with the chutneys, the chef has already organized several pop-up events in various cafés in Berlin. At these exclusive dinner nights, he treats his guests to 3-5 course menus.
Flyer for the exclusive Pop-up Dinner with 3 to 5 courses.