The Andhra Kitchen
Brand Identity and Logo design
Brand identity and logo design for The Andhra Kitchen, a restaurant that honors Telugu culture through food and shared experiences.
The challenge is to create a logo that embodies the core values of Indian culture while specifically representing Andhra, showcasing the region's rich traditions and cultural heritage.
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The Great Andhra Kitchen, a restaurant that cherishes its cultural roots and traditions, is looking for a logo design that represents its core values. The restaurant strives to provide a serene ambiance where people can feel more connected with their land and its people, evoking feelings of nostalgia and a sense of community. It is a place where people gather and feel at home. The logo should reflect these values and convey a sense of warmth, tradition, and togetherness.
The mood board for The Andhra Kitchen reflects cultural roots and traditions, fostering a connection with the land and its people. It embodies warmth, togetherness, and authenticity, creating a comfortable atmosphere that celebrates the rich flavors and experiences of Andhra culture.
To better understand space, form, and the balance between positive and negative space, I made sketches of various types of *Muggus*. This exploration helped me study the intricate patterns and how they could be applied to the logo, ensuring that the design would convey both cultural symbolism and visual harmony.
Kalash
Muggu
Chili
The logo for The Andhra Kitchen is inspired by the "Kalash," symbolizing culture and tradition, the "Muggu," a traditional rangoli created by women in Andhra, and the "Chili," a key element of Andhra cuisine. These elements together reflect the rich cultural heritage, everyday rituals, and the authentic flavors of the region.
The identity was created using one primary color and three secondary colors. The primary color, Red Roop (#8b0000), represents the warmth and the spiciness of chili of Andhra food. The secondary colors include Tangy Orange (#b03e25), symbolizing the tanginess of tamarind , Golden Yellow (#bc9045), reflecting earthy roots, and Olive Green (#555e46), representing purity and connection to the land.
For The Andhra Kitchen, the logo lockup combines the traditional-inspired logomark and the logotype, uniting them into a cohesive identity. While each element can stand alone, the lockup reinforces the brand's connection to Andhra culture and tradition.
