All India Rasoi (Student Project)

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Derrick Lin


Designer: Srishti Jain
Project Type: Student Project
School: Pearl Academy
Course: Communication Design
Tutor: Gopika Chowfla
Location: New Delhi, India
Packaging Contents: Food, curries, biryani, rice,
Packaging Substrate / Materials: Plastic and craft paper
Printing Process: Digital and screen printing

This is a branding and packaging design project for an internet only restaurant based in India which provides authentic Indian food from all over the country. The packaging and branding is done mainly focusing the delivery purpose.

Brief – It is a rebranding of an internet based restaurant “LeapingCaravan”. Leaping Caravan represents the food from The Grand Trunk Road taking you on a journey in myriad hues from Kabul to Kolkata as the caravan travels a distance of 2500 kilometers through Afghanistan, Pakistan, Punjab, Uttar Pradesh and Bengal.

But the design of leaping caravan fails to portray the authenticity, affordability fun part of the Indian food which brand wants to portray.

The new logo is inspired from the standard Indian tiffin which is usually of three compartments representing variety, authenticity and the dabba delivery system as it is an internet only restaurant targeting busy young professionals.

The visual language of the brand is an amalgamation of different scripts of Indian states – malyalam, bengali, gujarati, tamil, telugu with the specific ingredients of the respective states, played around in positive and negative space.

What’s Unique?
The unique part of the packaging is the meal box which gives restaurant like experience to the customer at any point of the time he/she orders.