Services

Brand Identity/ Packaging

Duration

6 weeks

Client

Tikka Way

Date

April 2023

Tikka Way

Tikka Way stands as a beacon of Indian culinary traditions, offering a fast-food experience that's as rich in flavor as it is in heritage.

Printed Materials

Paid Ads

Logotype

Content

Visual Identity

Branding

About

Tikka Way shines as a pillar of Indian culinary heritage, providing a fast-food experience that is as flavorful as it is steeped in tradition. Focused on take-out, this lively restaurant captures the spirit of Indian cuisine, inviting patrons to delve into a universe of spices, hues, and flavors that epitomize this extraordinary culture. Dedicated to authenticity and excellence, Tikka Way has established a unique position for itself, offering not just food but an expedition into the depths of India's culinary scene.

Challenge

Despite its delectable menu and robust mission, Tikka Way encountered a major obstacle: its visual identity failed to reflect the vibrant, modern essence of the brand and its clientele. The previous branding did not align with the lively, rich experiences customers enjoyed with each meal. Clearly, the outdated design and branding components fell short in conveying the true nature of Tikka Way's culinary delights or its commitment to delivering fresh, authentic, and flavorful Indian cuisine. This misalignment presented a hurdle in captivating a wider audience and distinguishing itself in the competitive food industry.

Solution

To tackle the challenge of revitalizing Tikka Way's visual identity, Sketchy Digital executed a holistic rebranding that perfectly married the brand's deep-rooted heritage with a contemporary flair. Leading this transformation was the rollout of a striking new logo and lively packaging, both of which vividly convey the authenticity and vibrancy of Indian cuisine. The inclusion of whimsical food illustrations added depth to the brand's narrative, transforming each product interaction into a visually engaging experience.

Logotype

Savor the spirit of India

Central to the brand's identity is its logo, a unique emblem that encapsulates the spirit of Tikka Way at first sight. Featuring a bold and streamlined depiction of the iconic Seekh Kebab, illustrated in appetizing hues, this logo quintessentially represents the Indian fast food takeaway brand. Its minimalist, yet striking design distinguishes Tikka Way from its rivals, creating a memorable impact on every enthusiast of Indian cuisine.

Typography

Spicy narrative

The integration of the Alata font into Tikka Way's updated visual identity is crucial in aligning the brand's essence with its visual portrayal. Alata's modern and somewhat idiosyncratic nature serves as a conduit between traditional Indian aesthetics and the contemporary fast-food scene. Opting for this font was a strategic decision to mirror Tikka Way's commitment to genuine flavors and its innovative take on Indian cuisine.

The use of Jost in Tikka Way’s visual identity transcends mere aesthetics; it embodies the brand's philosophy of fusing tradition with modernity. This font choice articulates Tikka Way's commitment to quality, freshness, and a progressive outlook on fast food.

Colors

Dining in color

Tikka Way's color palette is inspired by the lively and diverse spectrum of Indian cuisine, a world filled with aromatic spices, succulent vegetables, and intense flavors. From the intense red of chili peppers to the warm golden tones of turmeric and saffron, the colors pay homage to the depth and variety of this culinary heritage. Each color is thoughtfully chosen to capture the brand's spirit and the sensory delight of savoring Tikka Way's exceptional dishes.

Packaging

Grab-n-go with style

Tikka Way's packaging design radiates a lively and engaging vibe that catches the eye. This unified design approach ensures consistency across the packaging range, making every item, from cups to boxes, instantly identifiable as part of the Tikka Way brand. The overall aesthetic is modern yet playful, crafted to attract and resonate with a wide range of customers seeking the flavors of India in a convenient, on-the-go format.

Taste the bustle

The packaging design's visual style evokes a laid-back and pleasurable dining experience, targeting those in pursuit of speedy, tasty dishes with an inventive flavor twist. The illustrations depict a controlled, vibrant chaos that mirrors the bustling streets of India — the birthplace of the aromas and flavors that Tikka Way offers.