IKIGAI, a brand celebrating the vibrant flavors of Southeast Asia, engaged us to craft a cohesive brand identity.
The goal was to create a design system that encapsulated their trendy, inviting, and fun persona while staying
rooted in the essence of Southeast Asian cuisine.
The Challenge
The primary challenge was balancing the uniqueness and playfulness of the brand
with the cultural richness of its theme. The identity had to resonate with the Indian
audience while standing out in the competitive food and beverage space.
Our Ideation
For IKIGAI, we approached the brand identity as a seamless extension of the
restaurant experience itself. To create a cohesive story, we worked within three key
circles: the audience, who seek vibrant, aesthetic spaces; the interiors, which are
warm and transportive; and the cuisine, an authentic celebration of Southeast
Asian flavors. By marrying these elements, we designed an identity that feels
modern, inviting, and brimming with character.
The logo became the centerpiece of this vision—a thoughtful blend of cultural
symbolism and contemporary typography. The icon reflects the essence of
Southeast Asian cuisine, while the clean, modern typeface gives it a fresh,
new-age appeal.
We then expanded this concept to build a full brand personality. From a warm,
trendy color palette inspired by the space to quirky patterns and visual storytelling,
we crafted a comprehensive brand book that ensures IKIGAI’s identity is
consistent across all touchpoints.
