Design Stack created a new restaurant brand for the Bengaluru-based company, Swiggy. It’s offering is built around the proposition that nutritious food need not be synonymous with boring and unfamiliar; rather, it can incorporate the taste, comfort and balance of Indian cuisine. Design Stack also christened the brand Soul Rasa and crafted the tagline “Flavoursome. Wholesome.” to resonate with the brand promise of tasty goodness.
In designing the visual identity, we used six interconnected circles to represent a “thaali” of various ingredients and elements present in the food — Protein, Vegetable, Grain, Gravy, Crunch and Cool — that come together to suggest that the whole is greater than the sum of its parts.
To accentuate the idea of Indianness, we set the logo-mark against a warm and earthy, Indian colour palette. We fashioned a brand language that is vibrant and scalable across print and digital media while also reflecting the simplicity and wholesomeness of the brand.
