I created an identity for a conceptual Indian Deli in San Francisco that serves traditional Indian foods and beverages. I chose Indian Deli because I love Indian patterns and really wanted to put it in my design.

 

I did a lot researches about Indian culture in order to respect its tradition. I also went to Indian Deli shops and restaurants around the city. I created the logo based on the typical Indian type and redrew it by hand. I adapted my design from traditional Indian dress patterns and tattoos. The product line includes Indian sauce, beer, fish, lamb and utensils.