Area
Hospitality
Breadth
Identity
Print
Digital
Signage
Art Direction
Indian cuisine, cast in a new light
Tamarind was the first Indian restaurant in London to receive a Michelin star. They wanted to continue to explore new ground with a freshly conceived menu, interiors and brand built around light and femininity. Working closely with interior designers Sagrada throughout, we created a ‘floral’ visual language loosely inspired by the ancient festival of Holi and smoke from the tandoor.
Photographer John Ross was commissioned to photograph exploding pigment from which we created a series of ‘flowers’.
The menus are made up from a carefully selected range of tactile materials and are a smaller format than usual to reflect the light touch of the new cuisine. The food menu is bound with discreet rose gold clips.
Taking inspiration from steamy glasshouses, semi-translucent materials are used to create a soft, delicate relationship between the imagery and typography.
The delicacy of flower stems provided the starting point for both the logo and a series of curving patterns created to complement the main imagery. The gentle contouring of these patterns informed the typographic layout of the menus.
We commissioned photographer Yuki Sugiura to capture the lightness and delicacy of the interiors, food and cocktails.
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The website interprets the tactility and materiality of the printed items through soft colour fades and images that move gently in and out of focus.
