Spice Indian Grill is a real restaurant right across UCF that has no real branding. I have been there many times and I feel as though there was a disconnect between the culture and vibrancy of their food but the lack of branding to portray that cultural tie. Through this re-brand, I explore the essence of Indian food and its culture by implementing colors, textures, and cultural elements one might find in an ethnic restaurant. While the recipes may be tradition passed down over time, I wanted to bring a modern twist to the restaurant by implementing illustrations and bold typography into the designs. As someone who is Indian and been to many Indian restaurants in their lifetime, they all lack a unique identity. They all instill the entirety of India as their mask, but Spice Indian Grill even mentions their specialty is their “spice” so I leaned into that. Dusty textures, vibrant colors, and bold typography are all methods I used to turn a place with no identity into its own brand.
