Punjabi, or north Indian dhaba (highway eateries) food is popular across the country. There are countless restaurants claiming to serve authentic Punjabi cuisine. ‘Welcome to Punjab’, the newest Punjabi restaurant in the city, had to create a distinct image and offering as compared to other restaurants.

The inspiration for the visual identity came from the name ‘Punjab’ itself. Apart from the excellent food in Punjabi dhabas, the state of Punjab itself is known for its vibrancy, colours, energy and emotions. This is reflected in every little thing that originates from Punjab, even the designs on the highway trucks, which are a common sight throughout the country.

We used this visual story as the inspiration to create design elements for the identity. While some of these are typical graphics found on trucks, we treated them in a contemporary style, staying away from the usual kitsch, and reiterating the proposition of the authentic taste of Punjabi dhaba food, experienced in an elegant, comfortable, modern ambience.