Tenacious
Restaurant
Brand Identity | Creative Direction
Brand identity and creative direction for a regional restaurant in Assam, India.
" I developed the identity system for Tenacious, a restaurant brand located in Jorhat, Assam, India. The name Tenacious, meaning "unyielding," perfectly encapsulates its commitment to delivering bold and unforgettable dining experiences. With the tagline “Unyielding Cuisine,” the brand celebrates resilience, flavor, and passion in every dish."
"At the heart of Tenacious’s identity is a strong and distinctive logomark inspired by its name and ethos. The design blends contemporary aesthetics with elements rooted in culinary tradition, symbolizing the harmonious fusion of modern sophistication and timeless flavors. The logomark emphasizes boldness while maintaining a refined simplicity, creating a striking visual presence that resonates across all touchpoints."
" The color palette is rich and warm, evoking a sense of comfort and authenticity, while accent tones add vibrancy to capture the adventurous spirit of the cuisine. The design system ensures versatility and consistency, allowing Tenacious to shine across various mediums, from in-store branding and menus to social media and promotional materials. High-quality imagery of the dishes takes precedence in the visuals, celebrating the artistry and craftsmanship behind each plate. The layout system is clean yet flexible, ensuring that the storytelling and food presentation remain cohesive and captivating. "
