Neha Modi approached me to lead creative direction of her new Indian-American fusion pastry and bakery venture. The challenge was to mold a direction that was playful but professional and to incorporate a tiger in the mix that didn’t feel like a stereotypical representation of Southasian roots.
To bring her vision to life, I illustrated a tiger logo with playful graphic elements and a punchy color palette, embracing the word ‘Jungli’ (translates to wild in Hindi) in a new and vibrant way. Dessert Photography by Perspective Studio.
1) When you google image a tiger you usually see it in two positions: aggressively pouncing and roaring or a tiger’s walking in a side profile. I went with a tiger in a sitting position facing itself because it conveys the idea of two perspectives of the same culture: the Southasian American diaspora as well as the Southasians who grew up in the area itself.
2) I went with a bold 70s inspired serif for it’s readability and slightly humanist style. It gives balance with the whimsy and vibrance of the illustrated tiger and motifs. The bold weight makes it accessible and versatile when scaled down and viewed across print and digital platforms.
3) The colorful motifs was not only born out of visual interest but as a way to carry the vibrant culture behind visual identity. Adding these elements to the brand paired with the colors and type help convey culinary creativity and embracing your roots.
