• All India Rasoi (Student Project)

    Designer: Srishti Jain
    Project Type: Student Project
    School: Pearl Academy
    Course: Communication Design
    Tutor: Gopika Chowfla
    Location: New Delhi, India
    Packaging Contents: Food, curries, biryani, rice,
    Packaging Substrate / Materials: Plastic and craft paper
    Printing Process: Digital and screen printing

    This is a branding and packaging design project for an internet only restaurant based in India which provides authentic Indian food from all over the country. The packaging and branding is done mainly focusing the delivery purpose.

    Brief - It is a rebranding of an internet based restaurant “LeapingCaravan”. Leaping Caravan represents the food from The Grand Trunk Road taking you on a journey in myriad hues from Kabul to Kolkata as the caravan travels a distance of 2500 kilometers through Afghanistan, Pakistan, Punjab, Uttar Pradesh and Bengal.

    But the design of leaping caravan fails to portray the authenticity, affordability fun part of the Indian food which brand wants to portray.

    The new logo is inspired from the standard Indian tiffin which is usually of three compartments representing variety, authenticity and the dabba delivery system as it is an internet only restaurant targeting busy young professionals.

    The visual language of the brand is an amalgamation of different scripts of Indian states - malyalam, bengali, gujarati, tamil, telugu with the specific ingredients of the respective states, played around in positive and negative space.

    What's Unique?
    The unique part of the packaging is the meal box which gives restaurant like experience to the customer at any point of the time he/she orders.

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