Context
Madklubben set out to launch a new concept - a modern Indian eatery.The ambition was to create a concept rooted in Indian cuisine without relying on visual clichés. And with the flexibility to grow across locations.
Direction
We developed a visual identity balancing cultural reference with local context.Instead of ornamental cues, the identity is built around a restrained typographic approach, drawing on Danish design principles of clarity and precision.
This is contrasted with a more expressive use of color inspired by Indian palettes creating a tension between structure and vibrancy.
The concept of the thali - a collection of small dishes served together -was integrated as a graphic element, reflecting the nature of the food itself.
The identity was applied across signage, menus and digital touchpoints, with the flexibility to expand across locations while maintaining a consistent core.
Impact
Thali in Aarhus and its sister restaurant Juma in Copenhagen launched with a distinct and contemporary identity.The concept translates across locations while remaining rooted in its local context.
The THALI visual identity. Designing for a restaurant demands a visual direction that’s compact, precise, and bold. For THALI, we set out to stand apart. Taking a refined, contemporary approach to the vibrant spirit of India.
Spicing up Madklubben’s next big thing. When Danish dining giant Madklubben set their sights on India, they envisioned a modern eatery built around the thali: a dozen vibrant, individual dishes served together in perfect harmony.
We developed the brand strategy and visual identity where the clean simplicity of Scandinavian design meets the rich vibrancy of India.
