Mango Masala, Ajmer's most loved cafe since 1998 is a family multi-cuisine restaurant. They were seeking a refresh of their visual identity as their 21-year old logo was actually simply an extracted image from their very signature wall-art. Their existing branding was not just outdated, but was also incompatible with packaging, branded serveware or large scale signage. 

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They were also seeking help in creating a unified identity for their sub-brands - a home bakery, Italian pizzeria and coffee lounge etc.

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They key challenge was to retain the spirit of the brand since it was already a very loved name with a high recall.

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Our first step was to gauge WHAT about the brand personality and visual identity resonated with its existing customer base. The owners believed that the red chilli of the existing logo was very recognizable and memorable to their customers, however the primary research showed otherwise. In the prompted logo imagery, the auto, 'MM' and 'Mango Masala'​ stood out. Comfort, Friends & Family, homeliness, warmth were the main themes that consumers associated with Mango Masala.

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These insights helped us craft a visual identity that preserved the iconic bits of the brand and still gave it a contemporary feel. The auto rickshaw was carefully crafted so as to retain a casual + fun, yet reliable + non-kiddy vibe. A custom typeface was used for 'Mango Masala', that was used in its abbreviated form 'MM', with minor modifications to add energy to the icon, 

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The logo variations were created keeping in mind the varied usage - restaurant signage, crockery, badges, giveawayas, packaging etc. A brand palette was created to add back the vibrancy of the original logo and wall-art. The visual identity created holds space for the sub-brands to be created in the next phase of the project. Find the complete brand guidelines here. 

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