After the success of an Indian full service restaurant, Sankranti Indian Kitchen founders Nimms and Kavitha wanted to bring Indian food and culture to a wider audience in a fast-casual format. I led the Vigor team in developing the brand from audience definition through architecture and design. The result is a celebration of flavor and cultural discovery.
Building off of a founder-led vision, I helped to crystalize a brand strategy based on building cultural bridges between authentic Indian culture and a Western audience that has yet to embrace Indian food in the same was as other ethnic cuisines. This inclusive strategy influenced the East-meets-West visual language that followed.
The brand’s logo and mascot, Ella is inspired by the incredible painted elephants of Indian festivals. This intriguing tradition is translated into an iconic visual language that feels intentionally at home in the Western fast casual landscape. This approachability is emphasized by her “dancing” posture, the lowercase presentation of the brand name, and playful typographic selections.
To showcase India’s rich cultural heritage of decorative arts, we created a suite of supporting visual elements including alternate logos, patterns inspired by kites and parasols, and mandala-inspired circular graphics composed of illustrated spices and simple brand messaging.
With a visual language in place, I led the Vigor team in designing an interior that brings the brand to life. Key features include a “cubby wall” featuring a hammered metal finish, matching custom pendant lights made from serving bowls, and festive graphics and artwork throughout.
The name “Sankranti” is derived from a national festival that, like any great festival, includes feasting. This strongly influenced my art direction of the first food shoot at Fratelli Studio in Atlanta. In addition to ingredient propping, I used powered spices to add additional color to surfaces.
Our engagement with Sankranti continued through menu design, social content, and many other brand touchpoints. I provided creative direction on a food truck wrap inspired by the amazingly diverse and detailed truck art of South Asia.
At the time of writing, Sankranti has opened their third location and continue to reach new audiences.
Client: Sankranti
Agency: Vigor
Creative Director, Strategist: Aaron Tovi
Designers: Natalie Suarez, Ellie Varicak
Photographer: Matt Brown, Fratelli Studio
Interior Designer: Cheryl Yul
