SD Tandoor

Restaurant Brand Identity

A warm, appetite-triggering brand identity for an authentic tandoor restaurant in Jaipur — designed to carry the heritage of Rajasthani cuisine while feeling fresh enough to compete in a market full of fast-casual options.

IndustryFood & Beverage

ServiceLogo & Brand Identity

LocationJaipur, Rajasthan

The Client Brief

Design a brand identity for a Jaipur tandoor restaurant that communicates the warmth, heritage, and authenticity of Rajasthani cuisine — while feeling fresh enough to attract a younger dining audience.

SD Tandoor serves traditional Rajasthani tandoor cuisine in Jaipur. The restaurant needed a brand identity that honoured the craft of tandoor cooking — slow fire, real charcoal, the kind of roti that doesn't exist in the fast-casual world — while presenting itself in a way that could compete visually on Zomato and Swiggy alongside modern restaurants.

The identity needed to work at every scale: a small outdoor signboard, a takeaway packaging sticker, a Swiggy banner image, and a printed menu. Warmth, appetite-trigger, and authenticity were the three non-negotiable qualities.

Design Requirements

Wordmark or emblem — warm, appetising, authentic

Colour palette that evokes fire, spice, and Rajasthani warmth

Menu design — printed dine-in and laminated takeaway

Packaging: boxes, bags, stickers for delivery orders

Restaurant signage and outdoor board

Design Exploration

Exploration — warmth, fire, and Rajasthani food heritage

✏️Exploration asset to be added

Wordmark & Emblem Directions

✏️Exploration asset to be added

Warm Colour Palette Studies

✏️Exploration asset to be added

Tandoor & Fire Symbol Studies

✏️Exploration asset to be added

Shortlisted Directions

The Final Mark

A mark that smells like roti and tastes like fire

Symbol

A mark that evokes the warmth and craft of tandoor cooking without resorting to generic food-brand clichés. The identity communicates authenticity at a glance — the kind that makes you trust the kitchen before you've tasted a thing.

Typography

A type system with warmth in the letterforms — not fussy restaurant calligraphy, but not bland either. The hierarchy works on menus, packaging, and signage at distances from 30cm to 3 metres.

Colour

A palette anchored in the colours of fire, spice, and Rajasthani warmth — terracotta, ember orange, and deep charcoal. The system photographs well on food packaging and reads legibly at outdoor signage scale in direct sunlight.

Logo System

Colour, typography & usage

Colour Palette

Tandoor Ember

Fire, Heat, Appetite

Rajasthani Spice

Heritage, Warmth, Authentic

Charcoal Base

Craft, Depth, Grounding

Typography

Primary Typeface

Add font name

Logo Usage

Light background

Dark background

Packaging

Signage

Brand Applications

The brand across menu, packaging, and signage

Menu design, takeaway packaging, restaurant signage — all carrying the warmth and authenticity of authentic Rajasthani tandoor.

Menu Design
Mockup to be added

Takeaway Packaging
Mockup to be added

Restaurant Signage
Mockup to be added

Delivery Platform Profile
Mockup to be added

The Result

A restaurant that looks as good as it tastes

The SD Tandoor brand identity was deployed across menus, packaging, signage, and delivery platform profiles. The restaurant now has a visual identity that matches the quality of its food — and competes confidently on digital platforms alongside more modern-looking establishments.

The warm, appetising palette and consistent mark across all touchpoints helped SD Tandoor build immediate visual recognition in its neighbourhood and on food delivery platforms.

Menu designTakeaway packagingRestaurant signageDelivery platform

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