Tikka Wala

Background

Tikka Wala, the brainchild of chefs and partners Sahil Singh and Hiran Patel, opened its doors in 2018 with a mission to bring creative Indian and Indian-inspired cuisine to the masses. The restaurant aimed to appeal to a young, vibrant audience, primarily consisting of students. To establish a strong presence in the market and create a memorable brand, Tikka Wala sought professional help in developing their brand identity, including logo design, interior styling, and website creation.

Objectives

The main objectives for Tikka Wala's brand identity project were:

• Create a visually appealing and memorable logo
• Develop a cohesive brand identity that reflects the restaurant's creative and youthful spirit
• Design an interior style that aligns with the brand's personality
• Build a simple, effective website to promote the restaurant's grand opening

Logo Design

The logo design process for Tikka Wala focused on creating a visual identity that would resonate with their target audience of young students. The final logo featured the following elements:

• Playful and colorful theme: This approach was chosen to reflect the vibrant and energetic nature of both the cuisine and the target demographic.
• Textured letters: The use of textured typography added depth and character to the logo, making it more visually interesting and memorable.
• Vibrant color palette: Bright, bold colors were selected to evoke the rich flavors and spices of Indian cuisine while appealing to a youthful audience.

The resulting logo successfully captured the essence of Tikka Wala's brand, presenting a modern and fresh take on Indian cuisine that would appeal to young diners seeking exciting culinary experiences.

Brand Identity Development

Building upon the logo design, a comprehensive brand identity was created for Tikka Wala. This included:

• Color scheme: A vibrant color palette inspired by Indian spices and flavors was developed, incorporating the hues used in the logo.
• Typography: A combination of playful and modern fonts was selected to complement the logo and maintain consistency across all brand materials.
• Graphic elements: Custom illustrations and patterns inspired by Indian art and culture were created to be used across various brand touchpoints.
• Brand voice: A tone of voice that was friendly, approachable, and slightly irreverent was established to appeal to the young target audience.

These elements were combined to create a cohesive brand identity that could be applied across all of Tikka Wala's marketing materials, signage, and digital presence.

Interior Styling

As part of the branding package, guidelines for interior styling were provided to help Tikka Wala create a physical space that aligned with their brand identity. The interior design concepts included:

• Color-rich walls: Incorporating the vibrant brand colors into the restaurant's interior through accent walls and decorative elements.
• Modern furniture: Selecting contemporary seating and tables that appeal to a younger demographic while maintaining comfort.
• Custom artwork: Commissioning pieces that reflect the playful brand identity and celebrate Indian culture in a modern context.
• Lighting design: Implementing a lighting scheme that creates a warm, inviting atmosphere while highlighting key design elements.
• Brand-inspired signage: Incorporating the logo and brand elements into interior signage and menu displays.

These interior styling guidelines ensured that the physical restaurant space would be an extension of the brand, creating a cohesive experience for diners from their first impression to their meal.

Website Development

To promote Tikka Wala's grand opening and provide an online presence, a simple yet effective website was created. The website featured:

• Responsive design: Ensuring the site was fully functional and visually appealing on all devices, particularly mobile phones commonly used by the target audience.
• Brand-consistent visuals: Incorporating the logo, color scheme, and graphic elements from the brand identity.
• Key information: Clearly displaying the restaurant's location, hours, and contact details.
• Menu preview: Showcasing signature dishes to entice potential customers.
• About us section: Telling the story of Tikka Wala and its founders to create a personal connection with visitors.
• Social media integration: Linking to Tikka Wala's social media profiles to encourage engagement and follow-up visits.
• E-commerce functionality: Enabling online ordering for takeout and delivery options.

The website served as a crucial tool for promoting the restaurant's grand opening and establishing an online presence that reflected the brand's personality.

Implementation and Launch

With all brand elements in place, Tikka Wala was ready for its grand opening in 2018. The implementation process included:

• Staff training: Educating employees about the brand values and how to embody them in customer interactions.
• Social media campaign: Launching a pre-opening campaign to build excitement and attract the target audience.
• Local partnerships: Collaborating with nearby universities and businesses to promote the opening.
• Press outreach: Engaging with local food bloggers and journalists to generate buzz.
• Grand opening event: Hosting a launch party that showcased the new brand identity and menu offerings.

Results and Impact

The comprehensive branding package provided to Tikka Wala had a significant impact on the restaurant's initial success:

• Strong visual presence: The playful and colorful brand identity helped Tikka Wala stand out in a competitive market.
• Target audience engagement: The branding resonated with the young student demographic, attracting a loyal customer base.
• Cohesive brand experience: From online interactions to in-restaurant dining, customers experienced a consistent and memorable brand.
• Increased online visibility: The website and social media presence helped Tikka Wala reach a wider audience and drive foot traffic.

Conclusion

The creation of Tikka Wala's brand identity was a comprehensive process that touched on all aspects of the restaurant's visual and experiential elements. By developing a playful, colorful, and energetic brand that appealed to their target audience of young students, Tikka Wala was able to establish a strong presence in the market from its grand opening in 2018.

While the restaurant has since closed permanently, the branding package developed for Tikka Wala demonstrates the importance of a cohesive and well-thought-out brand identity in launching a new business. The logo, interior styling, and website all worked together to create a memorable and appealing brand that resonated with its intended audience.