Spice Bistro
As an Indian QSR in Switzerland, Spice Bistro operated within a crowded and visually repetitive category, where most competitors relied on familiar cues such as taste, speed, variety, and value. In this landscape, the existing outlet felt generic and lacked a distinctive presence, making it difficult to build stronger recall or appeal to a wider audience beyond just the Indian community.
The Insight
What emerged through the process was a need for connection, not just consumption.
- People were not just looking for Indian food
- Indian audiences wanted familiarity and comfort
- International audiences wanted something approachable and modern
- The brand needed to create connection, not just recognition
From this insight emerged a clearer strategic direction, one that could shape both perception and experience.
The opportunity: To transform Spice Bistro from a generic outlet into a more ownable and distinctive brand.
This led to the idea of New Age Desi – a brand expression rooted in Indian character, but designed to feel modern and widely approachable. The aim was to create a brand that felt rooted yet modern, globally approachable, and full of personality. Guided by the principles of being bold, vibrant, confident, and welcoming, the strategy set the foundation for a more memorable and scalable brand experience.
Identity System & Application
The resulting identity was developed as a cohesive and scalable system, designed to create consistency across both core brand assets and customer facing touchpoints.
The system included the logo, type design, graphic motifs, stamp icons, and a structured visual language that could flex across multiple applications. This was extended across menus, signage, posters, uniforms, and in-store brand touchpoints to create a more cohesive and memorable experience. Together, these elements helped shape a brand world that felt bold, vibrant, and approachable, while remaining consistent enough for future scale.
The identity was designed as a flexible system that could be easily adapted across formats, touchpoints, and future outlets. Its structured yet expressive approach allowed the brand to maintain consistency while supporting long-term expansion.
The identity was designed as a flexible system that could be easily adapted across formats, touchpoints, and future outlets. Its structured yet expressive approach allowed the brand to maintain consistency while supporting long-term expansion.