Color Scheme

Indian truck stop aesthetics have something beautiful and rough about them:
Strong dirty primary colors, hyper saturated contrasts, direct in your face, but also naive - a unique but highly efficient visual language. We wanted to be unapologetic, loud and authentic colors to really capture this spirit - but still have a sophistication a and work in the food context.

Turmeric yellows, saffron orange, strong red build the main colors palette for this project.
Warm and exciting colors typically associated with not just

Typography

Finding a suitable set of brand fonts was tough for this project.
To really stay true to the concept, a additional hindi typeface was chosen and a careful match for the extremely heavy custom logo was found in a Bowlby One as a headline font in combination with Knewave as a hand-lettering inspired body font.