Branding The Original Mumabaiya Vada Pav
The Ahmadabad market had been selling anything but authentic Vada Pav (typically, a local Mumbai delicacy); brands were serving it with cheese, Spinach, and cholle (a form of peas). The essential idea for Majja, a quick-service restaurant selling Indian street food as a branded and hygienic experience, was thus to reinforce the delicacy's authenticity. Targeting the youth and office-goers, who prefer a quick snack at an affordable price, the challenge was to create a brand synonymous with authentic taste, fun, young and affordability.
The word Majja (fun) is commonly used across India, especially in Gujarat. We created a fun verbal brand language that could be easily understood across different languages and cultures – a friendly tone of voice that completely aligned with the brand ethos.
The visual story was inspired by the street life of Mumbai. The use of illustrated stories of people and the streets of Mumbai further emphasised the authenticity of the Vada Pav.
Together, the visual and verbal language established a consistent set of assets for the brand. Every touch-point was meticulously detailed. Applications included signage, environmental graphics, packaging, stationery, website, adverts, tent cards, floor graphics, social media posts, uniforms, food trucks, menu, danglers and others.