Booma came to us with a name and an idea: a new restaurant that celebrates the perfect pairings of delicious Indian food and great craft beer. New, different and with the promise of blowing minds and taste buds alike, our task was to create a design identity that brought this unique concept to life.
Fitting the restaurant’s personality and vision, we decided to reject the traditional Indian and craft cues, and instead took the design aesthetic in an unexpected direction. Our solution was a symbol that directly represented the dining experience, an upside down beer bottle, topped with a hand-painted stalk, a chilli, but not as you know it.
More than a logo for a restaurant, this symbol provided a platform for a whole suite of dynamic design assets – from the menus and coasters to social media content and food photography – and the foundation for a long-lasting and flexible brand.