Combining urban experience with Indian staple in restaurant brand design


Located in Singapore, Urban Roti restaurant serves north Indian cuisine but with a twist to cater to the international taste buds. Through its brand design process, OH! Design Studio was able reinforce the sense of place and aptly convey the quality and style of the dining experience.

Client summary

Urban Roti restaurant in Singapore provides a classic combination of dishes from India, with emphasis on North Indian cuisines, created with diversity and innovation.

The design

The name Urban Roti represents the combination of urban experience with Indian staple. The graphics needed to be warm, contemporary, but also suitably sophisticated, to aptly convey the quality and style of the dining experience.

To set the desired ambiance, the design team started with the foundation element i.e. colour palette, as it impacts the many choices, thoughts and interactions we have. The team incorporated warm orange tones balanced with brown colour throughout the space, including the brand identity design, menu design, uniforms, etc.

Spirit of India

OH! Design Studio designers worked closely with the client and the interior designer to develop branding that complemented the concept. As a result, it worked well in tandem with other elements of interior like the wall colours and installations which were used to get the diner acquainted with the soul of the restaurant like three dimensional mock ups of the rolling pins, artificially aged sepia toned post cards, etc.

The team designed a fancy typographical vinyl of the menu that was installed all along the glass façade setting the tone of the restaurant.

The concept of this restaurant branding was all about celebrating the spirit of India.

OH! Design Studio is a branding and integrated design company with specialisation in brand strategy, holistic identity systems, packaging, environment, publication design and digital marketing. Being a fully integrated creative and digital firm, OH! Design Studio provides 360 degree creative services for launching new brands, re-branding, internal branding and marketing communication.

Founded in 2006, this Mumbai-based branding agency is co-headed by Founder and Creative Director Sohel Kaura and Supriya Sachdeva, Digital Communication Strategist. OH! Design Studio is well known for its strong creative aesthetic designs earning them the trust of some of India’s biggest business names as clients.

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