NH1 Design takes us through its approach behind freshly branding a local Indian street food outlet while ensuring that it retains an identity credible of being authentic, fun, young and affordable.

Brief

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.

NH1 - Vada Pav

The Concept

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 Solution

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.

NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1-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.

Published in Issue 38

This issue, we try to explore different views from many well-known studio owners and senior designers. While Anthony Lopez of Lopez Design shared tips on what a studio looks for in a designer, Mohar Ray from Codesign highlights the key aspects that play a significant role and make the difference in whether you are hired or not as a promising designer. Also, this issue has an insightful article on ‘Branding with reason and love’ from Itu Chaudhuri, founder ICD (Itu Chaudhuri Design) along with Siddhi Ranade, explaining his tools of story telling through his unique style of illustrations. This issue is a must read for a talented graduate to a branding expert. Order you copy and enjoy reading it!

 

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The dentist is one person no one really fancies. Isn’t that true for most of us, out there? Not many cherish or take delight in the idea of going even for the “routine check-up”. That was considered to be the fundamental problem when coming-up with a whole new campaign for The Tooth Company, a multi-speciality dental care centre in Hyderabad. As a result, NH1 Design, a boutique design studio in Gurgaon, chose a completely new approach–one that would turn out to be more friendly and communicative, on the whole- while spearheading the designing process.

Tooth
Tooth
Tooth
Tooth

The Challenge

The task wasn’t just to create the brand identity of a dental chain; it was, rather, to bring about a change in the behaviour (and so also psychology and approach) of people towards oral care. “How do we get people to start going to the dentist again?” was the question that was looked at being answered through the new campaign. The base idea or concept, therefore, was to create a brand that brought about a sense of reassurance in people towards dentists, in effort and awareness towards maintaining oral care. What was essentially needed was a brand language that comforted people, so as to replace the fear within them of going to the dentist.

The Essential Logo

Since The Tooth Company follows the ‘Let&’s Talk’ philosophy, communication playing a rather key and vital role in reducing anxiety in the time of tooth ache, the brand identity composed of quotation marks that form the shape of a tooth, thereby merging teeth care and communication. There’s not much a good, healthy and positive communication cannot solve.

Enhancing the Overall Experience

The Tooth Company aims to reduce patient anxieties through experience design. The minimalist design was thus made to combine with the freshening and renewing vibe of the colour green, purified air, suspended natural aroma, calming music, carefully chosen soothing colours, as well as noise cancellation headphones and eye masks to relax during the treatment.

Tooth
Tooth
Tooth
Tooth
Tooth
Tooth

The final Solution

In this way, the ambience, look and feel of the place was made to alter the experience of the customer, trying to make a time of ache as less troublesome as possible. After all, the way one perceives something is how one experiences it, isn’t it?

Missing Tooth
Alignment
Overlap
Tooth Decay
Chipped
Braces
Implant
Root Canal

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