ETTAN restaurant
A Bold Culinary Fusion
ETTAN, a modern Bay Area restaurant, combines Indian spices with fresh California ingredients for a unique culinary experience. Since 2020, it has earned a reputation for its innovative fusion cuisine.
Despite its popularity, ETTAN’s visual identity didn’t match the boldness of its menu. The brand felt disconnected, lacking the energy and personality to reflect its dynamic fusion of cultures.
Brought on as the lead designer, I reimagined ETTAN’s brand to align with its vibrant, bold spirit. Through modern typography, a lively color palette, and a fresh narrative, I crafted a visual identity that mirrors the excitement and creativity of the restaurant’s culinary offerings.
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Restaurant Rebrand - Interaction and Environment Design
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8 Weeks
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Pen & paper, XD, Figma, AI Illustrator, PS Photoshop
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Visual Identity
Art Direction
Illustration
Research & Insights
NAMING & VISUAL IDENTITY
I started with a comprehensive brand audit. I explored ETTAN’s existing visual identity, researched competitors in the upscale culinary scene, and conducted discussions with the restaurant’s team to understand the brand's core values and customer expectations. This research helped uncover a gap between the brand’s visual presence and its vibrant culinary experience.
Ideation & Conceptualization
From the insights gathered, I created multiple mood boards that blended elements of Indian traditional design with Californian modernity. I also explored different color schemes, typography, and visual metaphors. I focused on balancing the boldness of Indian culture with the fresh, relaxed vibe of California.
Design & Refinement
After narrowing down the design concepts, I worked on refining the logo, typography, and color palette. The feedback from ETTAN was instrumental in shaping the final direction we made sure the design was not only modern but also reflected the restaurant’s sophisticated yet approachable atmosphere. I also created packaging concepts, ensuring the design would work across both digital and physical mediums.
Final Design
The final design combines bold, rich colors inspired by Indian spices with a minimalist, clean typeface that evokes modern California. The brand now feels as vibrant and fresh as the dishes it represents. We ensured that this new identity was versatile enough to be applied across various touchpoints, including packaging, digital assets, and the restaurant's interior design.
PROTOTYPEMenu Card
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PROTOTYPEWebsite
Conclusion
The rebranding of ETTAN successfully blends tradition and modernity, positioning the restaurant as a leader in fusion cuisine and inviting diners to explore its unique culinary offerings.