Sassy Canteen
Brand Identity and Logo design
Developing the brand identity and logo for Sassy Canteen, a cafe in Lucknow catering to youth and the new generation.
The challenge was to create a multilingual logotype for Sassy Canteen that embodies inclusivity and resonates with youth, while also capturing the vibrant spirit of Lucknow's culture.
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Sassy Canteen, a vibrant cafe in Lucknow, aims to connect with the youth and the new generation through its unique brand identity. The goal was to create a multilingual logotype that embodies inclusivity and resonates with young people, reflecting their diverse backgrounds and cultures. This logotype not only serves as a visual representation of the cafe's welcoming atmosphere but also captures the dynamic spirit of Lucknow, making it a go-to destination for the community to gather, connect, and enjoy.
Creating the moodboard for Sassy Canteen involved drawing inspiration from Cafe Sabko's multilingual branding. The goal was to explore visual elements that could bridge cultural diversity with youthful energy. The moodboard included vibrant color palettes, dynamic letterforms, and playful typographic variations to reflect inclusivity. Key components, such as script-inspired dots and unique letter heights, were curated to represent both Lucknowi heritage and the spirited vibe of the young audience. This collection guided the design process, ensuring that every element resonated with the cafe’s cultural and lively essence.
Lucknow, famous for its rich culture, language, and welcoming vibe, inspired the look of Sassy Canteen. I wanted the brand to feel like the city itself—where tradition meets a fresh, modern energy. By adding elements like Urdu-style dots and playful, fun letters, the design brings out Lucknow’s charm and warmth while staying youthful and vibrant, making it relatable and inviting for everyone.
Sassy Canteen's brand identity features distinctive Lucknowi elements, with two dots inspired by Urdu script to highlight its multilingual nature. The varying heights of the letters add a playful and energetic vibe, while the tilted letter 'A' symbolizes the unique mindset of youth, embodying their dynamism and creativity. These elements come together to create a fun and engaging visual identity that resonates with the cafe's target audience.
To keep a cohesive vibe across Latin, Devanagari, and Urdu scripts in Sassy Canteen’s branding, I chose typefaces that align visually. The Latin is set in Rudy, while Devanagari and Urdu use Poppins. The curves in the Devanagari letter "स" closely resemble the “S” in Rudy, creating a natural connection across scripts. Both typefaces share a similar visual weight, ensuring harmony and consistency, so the brand feels unified regardless of the language displayed.
