Brand Storytelling & Brand Identity for a Restaurant – Nandu’s Paratha House
Nandu’s Paratha isn’t just a restaurant; it’s a family legacy brought to life. The brand’s recent rebranding aimed to capture this essence, weaving the founder’s story and passion for food into a memorable brand identity.
Challenge
The focus was on creating a more contemporary aesthetic while ensuring the brand resonated with customers on a deeper level. This refresh aimed to capture the essence of Nandu’s Paratha House’s unique story and legacy.Solution
The solution came in the form of a brand face design featuring Nandukumar N. Thadani, the founder himself, transformed into a friendly and approachable illustration. This playful brand face served a dual purpose: injecting personality into the brand and visually representing Nandu’s core value – sharing his family recipes with the world.
Brand Storytelling Through Design:
Brand Communication
Brand Communication
The rebranding extended beyond the logo. After interacting with Nandu’s Paratha House team, visiting their outlets, and understanding customer preferences, an in-depth brand strategy was developed. This included a clear positioning statement and a communication approach that resonated with their target audience.
The new brand identity resonated with customers. They connected with the friendly mascot and the sense of tradition it conveyed. The logo design sparked conversations about Nandu’s passion for food and the restaurant’s rich history. This emotional connection translated into increased brand loyalty and customer engagement.
Timeline Illustration
The rebranding extended beyond the logo. To capture Nandukumar’s inspiring culinary journey, a series of timeline illustrations were incorporated. These illustrations could depict his early experiences with food, his transition from salesman to foodpreneur (starting with a panipuri stall, then a juice centre, and finally launching Nandu’s Paratha House), and the evolution of the restaurant itself over time. This visual storytelling added another layer of depth and connection to the brand identity.
By weaving their story into the visual identity, Nandu’s Paratha transformed from a restaurant into a brand with a soul, capturing hearts and taste buds alike.