When John Abraham loved our 'Pani Puri' & the Giant Crystal Bowls!

While everyday in the life of a creative communication consultant is different owing to a diversified portfolio of clients they deal with; there stand a few assignments that stay with you for long. I remember one such challenge, during one of my early stints as an independent consultant in Mumbai in 2010. I took up the creative mandate to set up an Indian 'QSR' joint in Kharghar, Navi Mumbai that we piquantly named as "Chaat Ke Thaat//चाट के ठाट" with the tagline- "गर्व से कहो हम चटोरे हैं!//We are proud to admit, we are foodies!)

Apart from the fun interactive branding we created for it, one challenge related to the seamless integration of the branding theme with the restaurant interiors surfaced in the form of designing a single creative piece for the left lateral wall of the restaurant.

Now while the height of the wall was 8 Ft, the width of the wall stood at 40 Ft, making it an even more daunting task to design an artwork that shall reflect the core of the restaurant through a single design narrative!

It was just after a dozen blueprints & banging our heads against the wall for almost a week, I went for a brisk walk at the Juhu Beach. There I saw a street vendor selling Panipuri; serving colorful flavored waters (Saunf, Imli, Orange..) from small crystal cups that were making his stall look distinct from the rest of the vendors. And I thought this is it! I requested the vendor for a pic of the jars & he graciously accepted. I immediately called my photographer friend & he clicked a couple of them across the beautiful landscape of the Juhu Beach.

Taking inspiration from this, we digitally created five crystal bowls and placed inside the famed monuments from North, South, East & West of India with Mumbai at the centre; thereby covering almost the entire spectrum of the country. It was like each bowl represented one part of India.
The monuments were designed standing by the colorful flavored waters of the 'Panipuri' and the wall art on the whole reflected India's moment of pride to admit the fact that from North to South to East to West- "गर्व से कहो हम चटोरे हैं!//We are proud to admit, we are foodies!).

 

The final wall art had five giant crystal bowls measuring 6ft by 4ft each, placed across a wooden counter with Juhu Beach at the background.

This restaurant was inaugurated by 'John Abraham' and happy to mention that he alongside a large number of the customers delightfully loved our Panipuri as well as our giant crystal bowls.

Universal Selective #chaatkethaat #चाटकेठाट #restaurantinterior #restaurantwallart #graphicwallart #brandinginsynergy #universalselective